Abstract:

Methods and systems to facilitate real time communications and commerce
via answers presented to questions. One embodiment includes one or more
web servers to receive from a second user an answer to a question of a
first user, and to present the answer with a communication reference of a
connection provider to a third user; a session border controller of the
connection provider to interface with a packet switched network; and one
or more telecommunication servers of the connection provider coupled with
the session border controller to connect the third user to the second
user for real time communications in response to a request made via the
communication referenced. One embodiment includes: receiving from a
second user an answer to a question of a first user; and presenting to a
third user the answer with a reference for requesting fee-based content
from or real time communications with the second user.

Claims:

1. A system, comprising:one or more web servers to present a question
received from a first user to a plurality of users, to receive an answer
to the question from a second user, and to present the answer with a
communication reference of a connection provider to a third user;a
session border controller of the connection provider to interface with a
packet switched network; andone or more telecommunication servers of the
connection provider coupled with the session border controller to connect
the third user to the second user for real time communications in
response to a request made via the communication referenced.

2. The system of claim 1, wherein the one or more telecommunication
servers are configured to establish a first Voice over Internet Protocol
(VoIP) connection to connect to the third user via the communication
reference, to establish a second Voice over Internet Protocol (VoIP)
connection to connect to the second user, and to bridge the first and
second VoIP connections to connect the second user and the third user for
real time communications.

3. The system of claim 2, wherein the first and second VoIP connections
are bridged via a media connection that does not go through the session
border controller to connect the second user and the third user.

4. The system of claim 1, further comprising:a controller coupled with the
one or more telecommunication servers to charge the third user on behalf
of the second user for the real time communications between the second
user and the third user.

5. A method, comprising:presenting a question received from a first user
to a plurality of users;receiving an answer to the question from a second
user; andpresenting the answer to the question with a communication
reference to a third user via a data communication server, the
communication reference to be used to request fee-based communications
from the second user.

6. The method of claim 5, wherein the communication reference comprises a
link to a server to provide content related to the answer to the third
user in text, audio or video after a payment is received from the third
user.

7. The method of claim 5, wherein the communication reference comprises a
link to a server to request a callback to the third user over a telephone
line to play back a recorded message of the second user related to the
answer after a payment is received from the third user.

8. The method of claim 5, wherein the communication reference comprises a
telephonic reference of a server to be used by the third user to call the
server to listen to a recorded message of the second user related to the
answer after a payment is received from the third user.

9. The method of claim 5, wherein the communication reference comprises a
link to a server to electronically mail content provided by the second
user related to the answer to the third user and to present a mail
application to the third user; wherein the mail application is configured
to present the content to the third user after a payment is received from
the third user.

10. The method of claim 5, wherein the communication reference comprises a
reference of a connection server, comprising a telephone number of the
connection server without an extension, a telephone number of the
connection server with an extension, a Session Initiation Protocol (SIP)
Uniform Resource Identifier (URI) of connection server, a Voice over
Internet Protocol (VoIP) user identifier of the connection server, or a
link to a web server of the connection server to request a callback to
the third user for a connection to the second user.

11. The method of claim 10, further comprising:the connection server
establishing a first Voice over Internet Protocol (VoIP) connection to
connect to the third user via the communication reference;determining a
telephonic reference of the second user based on the communication
reference used to establish the first VoIP connection;the connection
server establishing a second Voice over Internet Protocol (VoIP)
connection to connect to the second user using the determined telephonic
reference of the second user; andbridging the first and second VoIP
connections to connect the second user and the third user for real time
communications.

12. The method of claim 11, wherein the bridging of the first and second
VoIP connections comprises translating between a first language and a
second language to bridge communication between the second user and the
third user.

13. The method of claim 11, wherein the bridging of the first and second
VoIP connections comprises translating between text and voice to bridge
communication between the second user and the third user.

14. The method of claim 11, wherein the bridging of the first and second
VoIP connections comprises establishing a media connection that does not
go through the connection server to connect the second user and the third
user.

15. The method of claim 11, wherein the connection server charges the
third user on behalf of the second user for the real time communications
between the second user and the third user.

16. The method of claim 15, wherein the connection server charges the
third user via a credit account, a debit account, a bank account, a
member account of the third user established with the connection server,
or a telecommunication account of the third user established with a
telecommunication carrier; and the connection server charges the third
user based on a price per session specified by the second user, a price
per unit of communication time specified by the second user, or credits
associated with a subscription fee.

17. The method of claim 5, further comprising:providing a user interface
to the second user to receive the answer to the question, a content
related to the question, and a price for the content.

18. The method of claim 17, wherein the user interface is configured to
receive the content via an entry box, a file attachment, or a voice
connection between the second user and a recording server.

19. The method of claim 1, further comprising:presenting with the answer a
credential of the second user in an area related to the question together
with an offer of a content related to the question, a rating of the
content by prior customers and a number of prior sells of the content.

20. A machine readable media embodying instructions, the instructions
causing a machine to perform a method, the method comprising:presenting a
question received from a first user to a plurality of users;receiving an
answer to the question from a second user; andpresenting the answer to
the question with a communication reference to a third user via a data
communication server, the communication reference to be used to request
fee-based communications with the second user.

Description:

CROSS-REFERENCE TO RELATED APPLICATIONS

[0001]The present patent application claims the benefit of the earlier
filing date of a provisional U.S. Patent Application Ser. No. 60/911,041,
filed Apr. 10, 2007 and entitled "Systems and Methods to Facilitate Real
Time Communications and Commerce via a Social Network" and the filing
date of a provisional U.S. Patent Application Ser. No. 60/944,755, filed
Jun. 18, 2007, the disclosures of which are incorporated herein by
reference.

TECHNOLOGY FIELD

[0002]At least some embodiments of the disclosure relate to communication
connections in general and more particularly but not limited to
connecting people via answers presented to questions.

BACKGROUND

[0003]People can use telephone systems to conduct real time two-way voice
communications without having to be at the same physical location.
Traditional land-line based telephone systems connect one telephone set
to another through one or more switching centers, operated by one or more
telephone companies, over a land-line based telephone network which was
typically a circuit switched network.

[0004]Current telephone systems may also use a packet switched network for
a telephone connection. A packet switched network is typical in a
computer data environment. Recent developments in the field of Voice over
Internet Protocol (VoIP) allow the delivery of voice information using
the Internet Protocol (IP), in which voice information is packaged in a
digital form of discrete packets rather than in the traditional
circuit-committed protocols of the public switched telephone network
(PSTN).

[0005]Cellular communication networks allow a cellular phone to connect to
a nearby cellular base station through an air interface for wireless
access to a telephone network. Recent developments in wireless telephone
systems allow not only voice communications but also data communications.
For example, cellular phones can now receive and send messages through a
Short Message Service (SMS), a Multimedia Message Service (MMS), or data
communication connections. For example, web pages can be retrieved
through wireless cellular links and displayed on cellular phones.
Wireless Application Protocol (WAP) has been developed to overcome the
constraints of relatively slow and intermittent nature of wireless links
to access information similar or identical to World Wide Web.

[0007]The Internet provides another communication media that can also be
used as an advertisement media to reach globally populated web users. For
example, advertisements can be included in a web page that is frequently
visited by web users. Typically, advertisements included in web pages
contain only a limited amount of information (e.g., a small paragraph, an
icon, etc.); and links in the advertisements are used to direct the
visitors to the web sites of the advertisers for further detailed
information. For certain arrangements, the advertisers pay for the
advertisements based on the number of visits directed to their web sites
by the links in the advertisements, or based on the number of
presentations of the advertisements.

[0008]Performance based advertising generally refers to a type of
advertising in which an advertiser pays only for a measurable event that
is a direct result of an advertisement being viewed by a consumer. For
example, in one form of performance-based search advertising, an
advertisement is included within a result page of a keyword search. Each
selection ("click") of the advertisement from the results page is the
measurable event for which the advertiser pays. In other words, payment
by the advertiser is on a per click basis in such advertising.

[0009]A social network represents a social structure in which a network of
nodes can be used to represent a network of individuals or organizations
and the connections between the nodes in the network represent the direct
social connections. Web sites can be used to register the social
connections of members of a social network and provide features such as
automatic address book updates, viewable profiles, services to introduce
members to each other to make new social connections, etc. Some internet
social networks are organized around business connections; and some
internet social networks are organized around common interests.

SUMMARY OF THE DESCRIPTION

[0010]Methods and systems to facilitate real time communications and
commerce via answers presented to questions are described here. Some
embodiments are summarized in this section.

[0011]One embodiment includes: one or more web servers to present a
question received from a first user to a plurality of users, to receive
an answer to the question from a second user, and to present the answer
with a communication reference of a connection provider to a third user;
a session border controller of the connection provider to interface with
a packet switched network; and one or more telecommunication servers of
the connection provider coupled with the session border controller to
connect the third user to the second user for real time communications in
response to a request made via the communication referenced.

[0012]In one embodiment, a method includes: presenting to a plurality of
users a question received from a first user; receiving an answer to the
question from a second user; and presenting the answer to the question
with a communication reference to a third user via a data communication
server. The communication reference can be used to request fee-based
communications from the second user.

[0013]The present disclosure includes methods and apparatuses which
perform these methods, including data processing systems which perform
these methods, and computer readable media which when executed on data
processing systems cause the systems to perform these methods.

[0014]Other features will be apparent from the accompanying drawings and
from the detailed description which follows.

BRIEF DESCRIPTION OF THE DRAWINGS

[0015]The disclosure is illustrated by way of example and not limitation
in the figures of the accompanying drawings in which like references
indicate similar elements.

[0016]FIG. 1 shows an example of a user interface to integrate a social
network and an advertisement network.

[0017]FIG. 2 illustrates a user interface for the creation of an
advertisement according to one embodiment.

[0018]FIG. 3 illustrates an interface which can be used by a member of a
social network to locate services providers according to one embodiment.

[0019]FIG. 4 illustrates a system to connect customers to experts
according to one embodiment.

[0020]FIG. 5 illustrates an example of providing advertisements via a
social network according to one embodiment.

[0021]FIG. 6 illustrates an example of presenting an advertiser via a
social network according to one embodiment.

[0022]FIG. 7 shows a method to establish connections for real time
communications according to one embodiment.

[0023]FIG. 8 illustrates an example of a user interface to manage
availability for receiving phone calls according to one embodiment.

[0024]FIG. 9 shows a diagram illustrating a method to select a type of
tracking mechanism with a corresponding reference for embedding in an
advertisement according to one embodiment.

[0025]FIG. 10 illustrates an example of telephone call tracking mechanisms
which can be selected according to one embodiment.

[0026]FIG. 11 shows a diagram of a system to make and track phone
connections according to one embodiment.

[0027]FIG. 12 shows a system including a connection server configured on a
packet switched network according to one embodiment.

[0028]FIG. 13 shows a connection server according to one embodiment.

[0029]FIG. 14 shows a block diagram example of a data processing system
which may be used in various embodiments.

[0030]FIG. 15 shows a user interface to present answers to facilitate real
time communications and content transaction according to one embodiment.

[0031]FIG. 16 shows a user interface to receive answers from a user
according to one embodiment.

[0032]FIG. 17 shows a user interface to provide fee-based content to a
user according to one embodiment.

[0033]FIG. 18 shows a method to facilitate commerce via answers according
to one embodiment.

DETAILED DESCRIPTION

[0034]In the following description, for purposes of explanation, numerous
specific details are set forth in order to provide a thorough
understanding of the description. It will be apparent, however, to one
skilled in the art that embodiments of the disclosure can be practiced
without these specific details. In other instances, structures and
devices are shown in block diagram form in order to avoid obscuring the
description.

[0035]Reference in this specification to "one embodiment" or "an
embodiment" means that a particular feature, structure, or characteristic
described in connection with the embodiment is included in at least one
embodiment of the disclosure. The appearances of the phrase "in one
embodiment" in various places in the specification are not necessarily
all referring to the same embodiment, nor are separate or alternative
embodiments mutually exclusive of other embodiments. Moreover, various
features are described which may be exhibited by some embodiments and not
by others. Similarly, various requirements are described which may be
requirements for some embodiments but not other embodiments.

[0036]In the disclosure, the term "advertisement" may refer to various
different forms of presentations to attract attention or patronage. An
advertisement may be simply a listing of identity and contact information
(e.g., in a web page, a print media, a telephonic listing service, etc.),
or a passage including one or more statements about business offering,
etc., or a banner with graphical content and/or animation embedded in a
web page, or a voice message presented in a voice channel (e.g., radio
broadcasting, a voice portal with Interactive Voice Response (IVR), which
may accept user input through voice recognition or through keypad input
generated Dual Tone Multi-Frequency (DTMF) signals), or others.

[0037]In one embodiment, a social network is used to establish a measure
of trustworthiness between people, such as advertisers and their
customers, service providers and their customers, sellers and their
customers, etc.

[0038]In one embodiment, a social network is used to establish trust
between service providers/sellers and customers/buyers. The degrees of
separation in a social network can be used as a measurement of
trustworthiness in searching for service providers/sellers. For example,
in a marketplace of human-expertise a social network allows a customer to
search for service providers (e.g., therapists) who are within a number
of degrees of separation from the customer in the social network. For
example, the customer may limit the search of therapists to those who are
known to someone the customer knows (e.g., within two degrees of
separation in the social network).

[0039]In one embodiment, the social network is used to verify credentials
of people involved in a marketplace, such as a human-expertise
marketplace. For example, the social network can be used to verify
credentials of a seller/service provider/advertiser and thus to increase
the trust in the person the customer is looking to talk to. For instance,
a customer may see that a therapist went to a college for her degree; and
the social network can display testimonials from her professors and
classmates that she indeed went to that college and indeed is high
quality.

[0040]In one embodiment, a social network is integrated with a service
market place in which services are provided via a connection for real
time communications, such as a telephonic connection, an instant
messaging connection for text, voice and/or video communications, etc.

[0041]In one embodiment, a social network is integrated with an
advertisement system which allows customers to assess the trustworthiness
of the advertisers.

[0042]FIG. 1 shows an example of a user interface to integrate a social
network and an advertisement network. In FIG. 1, a user (e.g., Joe Smith)
of the social network can select the "My Profile" tab (101) to view/edit
the member profile of the user.

[0043]In one embodiment, the social network includes a database that
contains data representing the relations between a set of members. In a
social network, a member may be represented by a node; and a direct
relation between two members is represented by a connection. After the
direct relations between members are specified, the database can be used
to determine the relations between members that are indirectly connected.
For example, the member may identify a friend's friend via the service of
the database.

[0044]In one embodiment, the number of connections along the shortest path
in the social network between two members is considered the degree of
separation between the two members. There may be more than one shortest
path between the two members.

[0045]In one embodiment, the database of the social network further
includes information about the members, which are considered the profile
data of the members.

[0046]For example, a member may edit his/her profile data via the user
interface illustrated in FIG. 1. The profile data can include the name of
the member, the location of the member, the current and/or past job title
of the member, the industry the member is specialized in, the website of
the member, the education experiences of the member, etc.

[0047]In one embodiment, at least part of the profile data is public; and
the public data is visible to other members and/or non-members. In one
embodiment, the member may specify a setting to selectively classify
certain information as private profile data; and the access to the
private profile data is limited according to a set of rules.

[0048]In FIG. 1, the user interface also allows the member to sign up
(103) as advertisers to promote their businesses and/or services. In one
embodiment, the system presents advertisements for the advertiser; and
the advertiser is charged an advertisement fee when a customer's incoming
call is connected to the advertiser via the advertisement. In one
embodiment, the advertiser is not charged an advertisement fee if the
presentation of the advertisement does not cause a customer to call the
advertiser. Alternatively or in combination, the connection provider
charges a commission fee when the advertiser sells services and/or
products over the communication connection (e.g., telephone connection)
provided by the connection provider.

[0049]When an advertiser is identifiable as a member of the social
network, the social network can be used to provide information about the
advertiser and/or to establish the trust between a potential customer and
the social network. The potential customer may use the social network to
find the connections of the advertiser with other peoples, to find the
recommendations, feedback, comments made about the advertiser by the
others who the customer can trust, etc. Further, if the customer is also
a member of the social network, the customer may determine the social
distance from the advertiser and find someone them may know in common for
an opinion about the advertiser.

[0050]In FIG. 1, the user interface includes a link (105) which allows the
member to recommend people who the member knows. In one embodiment, the
comments, feedback, ratings of the prior customers are weighted or
labeled or sorted based on the social distances between the customers and
the advertiser/seller/service provider. Using the social network, a
potential customer can find a personalized view of the information based
on the social relations among the potential customer, the
advertiser/seller/service provider and the prior customers who provided
the comments, ratings, feedback, recommendations, etc. For example, the
trustworthiness of the comments, ratings, feedback, and recommendations
can be rated, sorted and presented according to the social network
structure (e.g., social distances, connections of a member of the social
network, recommendations made by a member of the social network, etc.).
For example, a member may assign a value for a trustworthiness indicator
to members who are directly connected to the member in the social network
structure; and using the social network the system can evaluate a value
for the trustworthiness for indirectly connected members. Separate
indicates may be used for feedback, recommendations, etc. In one
embodiment, the social network system collects information for the
automated evaluation of a value for a trustworthiness indicator of a
friend of member of the social network structure, which can be further
used to compute the value for the trustworthiness indicator for
indirectly connected members. For example, a member may rate the
trustworthiness of feedbacks, recommendations, ratings, etc. of other
members. In one embodiment, the social network system uses the
trustworthiness indicator to sort information such as feedbacks,
recommendations and/or to select advertisements for presentation. The
system may or may not display the value of the trustworthiness indicator
to the users.

[0051]In FIG. 1, advertisements are delivered to the member based on the
profile information the social network has about the member and/or other
information in one embodiment. For example, the advertisement (107)
includes a phone number (109) and an icon (111), which can be used to
request a connection provide to provide a telephone connection between
the advertiser and the member.

[0052]In one embodiment, the phone number (109) is assigned to the
advertisement (107) by a connection provide for tracking the response to
the advertisement. When the phone number (109) is called by a customer,
the call is connected to the connection provider, which determines the
phone number of the advertiser based on the phone number (109) that is
dialed to reach the connection provider. The connection provider then
further connects the call to the advertiser. In one embodiment, the
advertiser is charged an advertisement fee per the connection of the
customer call to the advertiser. Alternatively or in combination, the
advertiser may be charged based on the number of presentations of the
advertisement made on behalf of the advertiser and/or based on a
subscription agreement.

[0053]In one embodiment, when the icon (111) is selected, the connection
provider calls back the member and calls the advertiser separately to
connect the member and the advertiser. In one embodiment, when the icon
(111) is selected, a VoIP application is used to connect the member to
the advertiser via the connection provider. In another embodiment, the
VoIP application tracks the calls made through the advertisements to bill
the advertiser accordingly. In one embodiment, when the icon (111) is
selected, a VoIP application is used to call the phone number (109) to
request the connection provider for a connection to the advertiser.

[0054]FIG. 2 illustrates a user interface for the creation of an
advertisement according to one embodiment. The user interface may be
presented via web in a web browser.

[0055]In FIG. 2, an interface (141) allows the advertiser to describe an
offer (or a switch pitch, or a cross sell, or some advertising content).
The advertiser can specify the business contact information for the
advertisement, including the business name, street/mailing address, phone
number and fax number. The advertiser/seller is encouraged to tell
customers via concise marketing messages what is being offered and why
the customers should call the advertiser/seller. For example, the
advertiser is encouraged to include promotional offers in the marketing
messages to get buyers to call the advertiser. Examples of promotional
offers include: "Call today and get $5 off," "Free consultation--limited
time," and "Call now and save 10%."

[0056]In one embodiment, an audio and/or visual advertisement is generated
based at least in part on the information submitted by the advertiser via
the user interface (141) (e.g., for presentation via virtual realty,
directory assistance service, search result, etc.)

[0057]In one embodiment, a short audio advertisement is generated based on
the concise marketing message (e.g., two sentences, each having a length
limit, such as 35 characters). The concise marketing message can be read
by a human to generated a recorded audio file for a short audio
advertisement, or be converted into an audio message via a text-to-speech
synthesizer. In one embodiment, the audio advertisement also includes the
business name.

[0058]In one embodiment, a visual presentation of the advertisement may be
used to supplement the audio advertisement. For example, the address of
the advertisement can be presented in a visual advertisement, together
with additional information that is specified in the business profile
page of the advertisement. In response to a request from the customer,
the visual component of the advertisement can be sent to the customer via
an SMS message, via an email, via a custom application, via a web/WAP
page, etc.

[0059]In one embodiment, the advertisement is sent to a user device in
text according to a pre-determined format (e.g., in XML or a custom
designed format) to allow a client application running on the user device
to present the advertisement in a custom format. For example, the client
application may present the short marketing advertisement in an audio
form via a text-to-speech synthesize and the present a selected portion
of the advertisement as an animation (e.g., present an electronic coupon
via an animation). For example, a Java applet can be downloaded into the
browser of the user to facilitate VoIP-based phone communication and
perform at least part of the text-to-speech operations to enable improved
compression in transmitting audio advertisements.

[0060]In one embodiment, when an advertisement is presented to the user
via a web or a virtual reality environment, the short audio advertisement
can also be included; and the audio advertisement can be played
automatically or after the user selects the advertisement.

[0061]In FIG. 2, the interface (141) may be implemented as a web page.
Alternatively, an advertisement may submit the advertising content via a
custom client application, or via a message gateway (e.g., an instant
message, an email, an SMS message, etc.). In one embodiment, one or more
advertisements can be uploaded into a server via a spreadsheet, or via a
web service interface.

[0062]In one embodiment, the system converts the text input received from
the advertiser into an audio advertisement. In one embodiment, the audio
file for the advertisement is stored in the advertisement database;
alternatively, the text input can be converted into the audio
advertisement (e.g., via a text-to-speech synthesizer, or a human
announcer) when the audio advertisement is needed. In one embodiment, the
machine synthesized audio recording are stored in the database for a
period of time and deleted if not used after a predetermined period of
time, or when the usage of the audio advertisement is lower than a
threshold.

[0063]FIG. 3 illustrates an interface which can be used by a member of a
social network to locate services providers according to one embodiment.
In FIG. 3, the entry box (301) can be used to specify a search criterion
(e.g., one or more keywords); the entry box (303) can be optionally used
to specify a criterion for degrees of separation in the social network.
For example, the member may search for an account who is within 2 degrees
of separations from the member in the social network.

[0064]In FIG. 3, a member may also browse through a directory structure
(e.g., categories of services) to locate a service provider. For example,
in response to the member selecting the "accountant" category,
advertisements (311) and recommendations (313) are displayed. The
advertisements (311) can be selected based on matching the location of
the service providers and the location of the member, the bid prices of
the advertisements, etc. In one embodiment, advertisers can specify the
bid prices for the advertisement fees which are charged when the customer
calls the phone number (e.g., 309) to reach the advertiser.

[0065]In one embodiment, when the advertiser is also a member of the
social network, the advertisement includes an indication (315) of social
distance between the advertiser and the user of the interface. Further,
in one embodiment, a link (317) to the profile of the advertiser is
provided to allow the customer to research the advertiser before calling
the advertiser.

[0066]In FIG. 3, the recommendations from the members of the social
network for the service providers in the selected category (e.g.,
accountant) are presented based on the social distances to those who make
the recommendations. For example, in FIG. 3, the member can select the
tab (321) to view the accountants recommended by the friends of the
member and select the tab (323) to view the accountants recommended by
the friends of friends of the member.

[0067]In FIG. 3, a link (307) can be selected to request a user interface
for making a recommendation for a service provider. In one embodiment,
the system allows a member to recommend any service providers.
Alternatively, a member may be limited to make recommendations for
service providers who have direct connection with the member, who have
provided services to the member via the system, and/or who are within a
certain distance from the member in the social network.

[0068]FIG. 4 illustrates a system to connect customers to experts
according to one embodiment. In FIG. 4, a member of the social network
can post a question that can be answered by other members of the social
network. In one embodiment, the question is posted in a category (e.g., a
business area or technology field) for answers from members who are
specialized in the category (e.g., due to their past experiences,
education, or current job positions).

[0069]In FIG. 4, the user (Joe) is viewing a question (401) which is
posted by another member (Lui Magarian), whose profile is summarized in a
banner (403). The banner (403) can be selected to view further details
about the member (Lui Magarian) who asked the question. For example, a
link (405) can be selected to see other questions asked by the member
(Lui Magarian)

[0070]In FIG. 4, the user (Joe) can select the icon (407) to provide an
answer (407) or the icon (409) to suggest an expert to answer the
question (401). Alternatively, the user (Joe) may chose to reply to
question privately, or forward the question to an expert the user (Joe)
knows.

[0071]In FIG. 4, the user (Joe) can also see a number of existing answers
to the question posted by other members (e.g., Rob Berman, Furqn Naz). In
FIG. 4, banners (411, 413) are displayed to show the brief summaries of
the members who provided the existing answers.

[0072]For example, the banner (441) shows that Rob Berman, who is a
consultant in corporate communications, strategic planning and business
development, has provided a number of best answers categories such as
"starting up", "accounting", etc.

[0073]In one embodiment, the answers can be rated by the member who posted
the question (and/or other members who reviewed the answers). Thus, the
quality of the answers provided by the experts can be rated and ranked.
Such feedback provides an evidence of credentials of the experts in
providing advices in certain fields.

[0074]In FIG. 4, the icon (415) also shows that the expert is currently
available to provide advices over a real time communication connection.
In one embodiment, when the icon (415) is selected, the user (Joe) will
be called back for a connection with the expert (Rob Berman) who charges
a customer $30 for a session that is up to 15 minutes for advices
provided over the connection. In one embodiment, when the icon (415) is
selected, a VoIP application program is used to call the expert (Rob
Berman) for a connection for instant messaging in text, voice and/or
video. In one embodiment, when the icon (415) is selected, an application
program is used to dial the phone number of the expert (Rob Berman), or a
phone number of the connection provider which is temporarily assigned to
the advertisement of the expert (Rob Berman). In one embodiment, a phone
number of the connection provider (with or without extension) is assigned
to the expert (Rob Berman) and displayed in the banner (411).

[0075]In one embodiment, the connection provider tracks the calls and/or
the duration of the communications to bill the customer and compensate
the expert. In one embodiment, the connection provider tracks the calls
through being in the path of the communication connection (or in the path
of the call for the communication connection). In one embodiment, the
connection provider uses the VoIP client application program to track the
calls and/or duration.

[0076]In FIG. 4, the icon (417) indicates that the social distance between
the user (Joe) and the expert (Rob Berman) in the social network. Thus,
the banner (411) not only identifies the member who provided the answer,
but also provides an advertisement for the expert. In one embodiment, the
expert is charged an advertisement fee when a customer is connected to
the expert through the advertisement. The advertisement fee may be a
fixed, flat fee, or a fee based on a bid price of the advertiser, such as
a fixed bid or a maximum bid. Alternatively or in combination, the expert
may be charged a commission fee when the customer makes a purchase from
the expert over the communication connection. The commission fee may be a
fixed, flat fee, or a percentage of the customer spending. In one
embodiment, the expert may charge the customer a fixed or flat fee for a
communication session which is independent of the actual duration of the
communication session (which may have a predetermined limit on the
maximum duration, such as $30 for a session up to 30 minutes).
Alternatively, the expert may charge the customer on an ongoing basis
based on a rate (e.g., $2 per minute or $50 per hour).

[0077]FIG. 5 illustrates an example of providing advertisements via a
social network according to one embodiment. In FIG. 5, a user (Lisa) is
viewing the profile of a member within a sub-network that is accessible
to user. For example, the user can view the direct contacts of the user
within the social network.

[0078]In FIG. 5, a profile of a member (Joe Smith) is displayed. The icon
(501) indicates that the user (Lisa) has a direct connection with the
member (Joe Smith). The icon (503) indicates that the member (Joe Smith)
is also an expert whose services are being advertised by the system.

[0079]In one embodiment, the icon (503) includes an indication of current
availability of the expert (Joe Smith) for real time communications. When
the member is not currently available, the appearance of the icon (503)
can be changed to indicate that the user may request an appointment with
the expert (Joe Smith) for a future connection, or request the system to
send a notification to the expert.

[0080]In FIG. 5, when the user (Lisa) selects the icon (503), a connection
provider connects the user (Lisa) and the expert (Joe Smith). The
connection provider also charges the user (Lisa) on behalf of the expert
(Joe Smith).

[0081]In one embodiment, the user can view at least the public profile of
any member of the social network. For example, the social network can
make the public profile of its members available to the public. When the
member has a listing, the public profile can also show the listing on
behalf of the member and/or the communication references to reach the
member via a connection provider. The communication references can be a
traditional telephone number with or without extension, a session
initiation protocol (SIP) uniform resource identifier (URI), a VoIP user
identifier, a member ID, etc.

[0082]In FIG. 5, targeted pay per call advertisements (505) can be
presented to the user based on the profile data of the user (Lisa) and/or
the profile data of the member (Joe Smith). When the advertisers of the
advertisements are members of the social network, information based on
the social network can be presented to show the trustworthiness of the
advertisers. Banners (507 and 509) show the recommendations made by the
member (Joe Smith) and the connections to common friends of the user
(Lisa) and the member (Joe Smith). A customer may judge the
trustworthiness of an advertiser via the recommendations of other persons
made by the advertiser and the people associated with the advertiser.

[0083]FIG. 6 illustrates an example of presenting an advertiser via a
social network according to one embodiment. In FIG. 6, a communication
reference, such as a call button (601), is presented with a brief summary
of the profile of the advertiser, which may be an expert, advisor,
seller, entertainer, information provider, consultant, etc. Alternatively
or in combination, a toll free telephone number or local telephone number
may be presented with the brief summary. In one embodiment, the
communication reference is assigned to the advertiser to be published as
the contact information of the advertiser. The connection provider is
between the path of a communication connection, or a call for the
communication connection, between a caller and the advertiser to provide
services such as filtering out callers who are not serious, blocking
calls that are in the callable hours of the advertiser, processing
payments for the advertiser, etc.

[0084]In FIG. 6, the tab (603) can be selected to view the questions asked
by the advertiser and the answers provided by the advertiser, which
provides an evidence of the competence of the advertiser as an expert in
certain areas.

[0085]In FIG. 6, the tab (603) can be selected to view more detailed
profile data of the advertiser, which may include the current employer,
job title, field of business, technology, industry, education,
credentials, recommendations, ratings, customer feedbacks, etc.

[0086]In FIG. 6, the banner (607) shows how the user (Lisa) is connected
to the advertiser (Jim Sample). For example, the user (Lisa) is connected
to the advertiser (Jim Sample) in the social network via one common
friend (Barbara Job). Thus, the user (Lisa) may ask the common friend
(Barbara Job) for information about the advertiser (Jim Sample). For
example, the user (Lisa) may trust the advertiser (Jim Sample) based on
the direct connection between the advertiser (Jim Sample) and the friend
(Barbara Job) of the user (Lisa).

[0087]In one embodiment, members of a social network may indicate the
areas of interest for which they might receive advertisements. In one
embodiment, the advertisers may reward the members for real
communications over connections provided by the connection providers. In
one embodiment, the advertisers may use the social distance and/or other
information from the social network to selectively target the delivery of
advertisements and/or select the audiences for their advertisement
pitches. Both the advertisers and the customers can use the social
network to judge the trustworthiness of the other party.

[0088]In one embodiment, an advertiser can target pay per call
advertisements to members of a social network based on the accessible
profile data of the members. The advertiser is charged an advertisement
fee when the member calls the advertiser via the connection provider.

[0089]In one embodiment, the social network can be used to facilitate real
time communications between indirectly connected members. In one
embodiment, a member of the social network may be allowed to browse the
network to view profiles of other members who are within a threshold
distance to the member in the social network (e.g., within 3 degrees of
separation). In one embodiment, a member of the social network may also
be allowed to browse the network to view a limited portion of profile
data of other members who are more than the threshold distance to the
member in the social network (e.g., a portion of the profile without
names of other members who are beyond 3 degrees of separation from the
member). Further, the public profile of the members can be published for
access by non-members in one embodiment.

[0090]In one embodiment, a member of the social network can view the
contact information of direct friends who are directly connected to the
member in the social network (e.g., the access of contact information is
limited to members within one degrees of separate). The member may use
the social network to explore indirectly connected members (e.g., a
friend of a friend) and request introductions or invitations to connect.

[0091]In one embodiment, the social network provides communication
references which can be used to request a connection provider to provide
a connection between two indirectly connected members for real time
communications (e.g., telephone connections, instant messaging
connections for text, voice and/or video chat, etc.). The connection
provider provides the connection without reveal one member's contact
information to another. In one embodiment, the connection provider can
further provide the connection in accordance with a number of preferences
of the callee of the connection. For example, the button (601) can be
provided in the profile page of Jim Sample in FIG. 6 to allow the member
(Lisa) to request a telephone connection to Jim Sample through the
connection provider. In one embodiment, the button (601) is not specific
for an advertisement; and the button (601) is designed to facilitate the
communications between members who are indirectly connected in the social
network.

[0092]In one embodiment, a member can limit who may request the connection
based on a social network preference setting. For example, one member may
allow the real time communication connections for members who are within
two or three degrees of separation from the member in the social network.
For example, one member may limit the real time communication connections
to members who are connected to the member through a particular set of
friends.

[0093]In one embodiment, a member may set a price for receiving a call for
real time communication connections. For example, the member may specify
a flat fee for accepting a call for a telephone conversation connected by
the connection provider via the social network, with or without a limit
on the length of the communication session. For example, the member may
specify a per minute fee for accepting a call for a telephone
conversation connected by the connection provider via the social network.
In one embodiment, the member may set different prices based on one or
more social network characteristics, such as the social distance to the
caller, being connected in the social network via a particular friend of
the member, etc. In one embodiment, the prices are specified prior to the
request from the caller. In another embodiment, a price can be specified
by the callee after both the caller and callee are connected to the
connection provider but before the connection provider bridges the
connections to connect the caller and the callee. In one embodiment, the
connection provider may require that the prices are above a minimum
price; and the system charges a percentage of the fees collected on
behave of the callee as a commission fee. Alternatively, the
communication references can be provided as a feature accessible to
members who pay a subscription fee.

[0094]In one embodiment, a member can set a schedule to specify callable
hours during which the member is willing to accept the calls for real
time communication connections. The connection provider blocks requests
for real time communication connections outside the callable hours.

[0095]In one embodiment, the connection provider assigns a phone number
and/or a call button to a callee. When the phone number is dialed, or the
call button is selected, the caller is connected to the connection
provider before the caller is further connected to the callee. To connect
the caller to the callee without revealing the contact information of the
callee, the connection provider makes a separate connection to the callee
and then bridges the connections to facilitate real time communications.
In one embodiment, the connection provider also performs format and/or
language translation to bridge the connections. For example, the
connection provider can translate the text input received from one member
into voice output to the other member and translate the voice input
received from one member into text output to the other member. For
example, the connection provider can translate voice or text input in one
language received from one member into text and/or voice in another
language for another member.

[0096]In another embodiment, the connection provider provides a VoIP
client application to implement the preferences of the callee. For
example, when a call button associated with a VoIP client application is
selected, the VoIP client application is executed to initial a request in
accordance of the callable schedule of the callee, the price of the
callee, etc. In one embodiment, the VoIP client applications use peer to
peer communications to facilitate the establishment of the communication
connection.

[0097]In one embodiment, the communications references, such as a phone
number, a SIP URI, a VoIP user identifier, a call button, etc., are
associated with the member of the social network for requesting a
communication connection with the member by someone who does not have
direct contact information of the member. When the profile data of the
member is presented, or when the member is presented as part of the
social network, the communication references can be presented also to
allow the user to request a connection with the member for real time
communications. In one embodiment, the caller and callee may also provide
indication through the connection for real time communications to make a
direct connection in the social network between the caller and the
callee. For example, the callee and/or caller may press "#00" on the
phone to request a direct connection in the social network.

[0098]In one embodiment, the communications references, such as a phone
number, a SIP URI, a VoIP user identifier, a call button, etc., are
associated with listings of the members. The listings are advertised for
the members when appropriate. The listing may be a pay per call
advertisement for selling a product or service. The listing may be a
listing for selling services over real time communications provided by
the connection provider.

[0099]In one embodiment, the communication reference is embedded in an
advertisement or a profile page to represent an address or identifier of
the connection provider in a telecommunication system. When a call to the
reference is made via the telecommunication system for a real time
communication session, the call is connected to the connection provider.
The connections provider may associate different communication references
with different members, advertisers and/or advertisements so that the
member/advertiser can be identified via the communication reference used
to call the connection provider. After identifying the contact
information of the advertiser based on the communication reference used
to call the connection provider, the connection provider can further
forward, bridge, conference or connect the call to the member/advertiser.

[0100]The connection provider can thus track the connections for real time
communications with the advertiser, made via the communication reference
embedded in the advertisement that is presented in the social network
environment. The connections provided by the connection provider can be
considered as communication leads provided to the advertiser via the
advertisement; and the advertiser can be charged based on the delivery of
leads to real time communications with customers.

[0101]In one embodiment, advertisers may specify bid prices for the
communication leads received; and the presentation of the advertisement
and the connection of calls can be prioritized based on the bid prices of
the advertisers. In one embodiment, the advertisers may specify the rules
or limits for the bid prices to allow the system to automatically
determine the actual bid prices for the advertisers based on the bids of
their competitors.

[0102]Examples of calls for a session for real time communications include
but not limited to telephone calls made via a circuit switched network, a
packet switched network, or a combination of circuit switched networks
and packet switched networks, calls for a text-based chat sessions, calls
for instant messaging sessions which may support communications in text,
voice, and/or video, calls for an application sharing session such as
common whiteboarding, screen sharing, file sharing, calls for teleporting
to a meeting location in the virtual world, etc.

[0103]In some embodiments, the connection provider can also provide a
channel for non-real-time communications between an advertiser and a
customer, in addition to the real time communication connection, or as an
alternative to the real time communication connection. In one embodiment,
the connection provider can provide multiple concurrent connections for
communications in multiple types of media or formats.

[0104]In one embodiment, a real time communication between two persons
includes one person providing information and the other person receiving
information substantially in the same time as the person providing the
information, as if the two persons were in a face to face communication.
Examples of communication media that support real time communications
between two persons include telephone connections, instant messaging
connections, etc. Alternatively, a communication from one person may be
stored on a communication system until the other person is ready to
obtain it, such as an email communication.

[0105]FIG. 7 shows a method to establish connections for real time
communications according to one embodiment. In FIG. 7, user A (121)
provides a contact for real time communication, such as a telephone
reference of the user A. The contact can be used to establish a
connection with user A (121) through a communication network. For
example, the contact can be a telephone number of a landline, traditional
analog telephone, a cellular phone number, a phone number with an
extension, a Universal Resource Identifier (URI) such as a Session
Initiation Protocol (SIP) URI, a user identifier of a VoIP application, a
user identifier of an instant messaging system, etc.

[0106]The contact of the user A (121) is stored in the database (125); and
a reference is assigned to represent the contact. Instead of providing
the contact to customers, the reference representing the contact is
provided through the media (127) to user B (131). Thus, when the user B
(131) uses the reference to request a connection with the user A (121),
the connections resulted from the advertisement can be tracked to
evaluate the performance.

[0107]In one embodiment, advertisements can be distributed via a number of
media channels operated by a number of demand partners. The reference can
also be assigned to identify the demand partners and/or the media
channels used to distribute the advertisements. In one embodiment, the
information obtained from tracking the demand partners who are
responsible for the delivery of a communication lead is used to
compensate the demand partner for each delivered communication lead.
Alternatively, the demand partners may be compensated according to the
advertisement presentations made for the advertiser; and tracked
information can be used to determine the performance and/or the cost
effectiveness of the media channels.

[0109]In FIG. 7, the user B (131) can use the reference obtained from
media (127) to request the connection provider (123) to establish a
connection or facilitate a communication channel for real time
communications between the user A (121) and the user B (131). The
connection provider uses the database (125) to determine the contact of
the user A (121) and then make a connection between the user A (121) and
user B (131) using the contact of the user A (121). Alternatively, the
reference may include an encoded/encrypted version of the contact of the
user A (121) which can be decoded/decrypted without relying upon the
database (125).

[0110]In response to the user B's request for a connection, the connection
provider (123) may establish two separate connections to the user A (121)
and the user B (131) and then bridge the two connections to connect the
user A (121) and user B (13 1). For example, the connection provider
(123) may determine the reference from a connection established between
the user B (131) and connection provider (123) and then further bridge
the connection to the user A (121).

[0111]In one embodiment, the connection provider (123) may provide a
separate reference to represent the user B (131) and allow the user A
(121) to subsequently callback to the user B (131) via the reference that
represents the user B (131), if the user A (121) is not currently
available for real time communications. The connection provider (123) may
schedule an appointment for the user A (121) and user B (131) for a real
time communication session. The connection provider (123) may send a
notification to the user A (121) to inform the user A (121) about the
request for a real time communication.

[0112]In one embodiment, the connection provider (123) tracks the
connections made via the reference for billing for the advertisement. For
example, the connection provider (123) may charge the advertiser for each
communication lead deliver to the user A (121).

[0113]A communication lead may be limited to a distinct, separate customer
such that repeated calls from the same customer within a predefined time
period may not be counted as separate communication leads. In one
embodiment, the communication lead may also be limited by the duration of
a communication session, such that a short session having a duration
shorter than a predefined time period may not be counted as a
communication lead, and/or a long session having a duration longer than a
predefined time period may be counted as more than one communication
lead.

[0114]In one embodiment, a number of communication leads may be bundled as
a package for a subscription fee, or a bid price. Further, the delivery
of communication leads may be bundled with an offer of a
telecommunication service package. Alternatively, the advertiser may
specify a bid price that is to be charged for each communication lead
delivered, or a bid limit (e.g., maximum bid) which is to be resolved
into an actual bid based on the bid prices of competitors in a category
for a specific geographic service area.

[0115]FIG. 8 illustrates an example of a user interface to manage
availability for receiving phone calls according to one embodiment. An
advertiser may specify the day and time of availability for accepting the
calls for real time communications. Based on the availability, the system
may schedule the presentation of the advertisements/communication
references more effectively and block unwanted calls.

[0116]In one embodiment, the system can store multiple phone numbers of
the seller. The system can intelligent route a call to the seller
according to the preference of the seller. For example, in FIG. 8, the
advertiser/seller may choose a preferred phone number from a set of phone
numbers of the seller to receive incoming calls using the option group
(161) in the user interface (15 1). The seller may indicate whether the
seller is currently available to take calls or is to be taken "off call"
(e.g., using the check box (159)).

[0117]In one embodiment, the system allows the seller to specify the
schedule to receive calls; and the schedule (153) is displayed to the
seller in a graphical way to help the seller to manage calls. In FIG. 8,
the user interface (151) includes a link (163) which can be selected to
display a user interface (not shown in FIG. 8) to manage the schedule
(153).

[0118]In one embodiment, when the schedule or the check button (159)
indicates that the advertiser/seller is currently not available to take
calls for real time communications, the system can decrease the priority
of the advertisement for this advertiser, or stop temporarily the
presentation of advertisements for this advertiser. When there is a call
intended for the advertiser at a time when the advertiser is not taking
calls (e.g., according to the schedule), the system can block the call,
or direct the call into a voice mail for the advertiser, or arrange a
call at an alternative time, or obtain a callback number to allow the
advertiser to initiate a callback to the customer.

[0119]In FIG. 8, the user interface (151) also includes a summary of call
activities. Buttons (157 and 155) can be selected to show graphical
representation of the call activities and further details of the call
activities.

[0120]As the phone calls pass through the system, a wide array of
information can be collected and tracked, including day/date/time of
calls, duration of calls, call status (answered, no answer, busy),
inbound phone numbers, etc. Such tracked information can be used in
counting communication leads generated from advertisements. For example,
when multiple calls are made from the same user to the same seller within
a period of time (e.g., a day or a week), or in connection with the same
offered or auctioned item, these multiple calls can be considered as one
qualified call or a single lead.

[0121]In one embodiment, different types of communication references can
be dynamically selected for advertisements to represent the contact
information of the corresponding advertisers. A communication reference
used to represent the contact of an advertiser may be a traditional phone
number with or without an extension, a click-to-call reference, a SIP
address for VoIP call, a click-to-reveal reference, etc. The
communication reference can be embedded into an advertisement to count
the communication leads generated from advertisements, to track the
contributions of demand partners who operate media channels to present
the advertisements to customers, and/or to track other aspects of
advertising, such as partners who bring the advertisers/sellers to the
system and the keywords responsible for the selection of the
advertisement for presentation.

[0122]In one embodiment, the tracking mechanism used for a particular
version of a particular advertisement is selected from a number of
available mechanisms, based on one or more considerations such as the
volume or frequency of calls generated from the advertisement, the
conversion rate of the advertisement (e.g., the ratio between a count of
presentations of the advertisement and a count of communication leads
generated from the presentations), the price per communication lead that
the advertiser is willing to pay for the advertisement according to a
price bid specified by the advertiser, a potential revenue for a
particular party in the advertising activity, a classification or
category of the advertisement (e.g., the category of service or product
advertised in the advertisement), a geographical area served by the
advertisement, the demand partner who is going to present the
advertisement (e.g., the success rate of the demand partner in reaching
viable customers in comparison with other demand partners), etc.

[0123]FIG. 9 shows a diagram illustrating a method to select a type of
tracking mechanism with a corresponding reference for embedding in an
advertisement according to one embodiment. In FIG. 9, multiple types of
tracking mechanisms are used in the system. The tracking mechanism used
for an advertisement or a version of the advertisement can be dynamically
selected and changed. For example, different versions of an advertisement
can be generated for delivery by different demand partners.

[0124]In FIG. 9, a pool (189) of different types of references is
maintained, such as local phone numbers (171), 800-numbers (173),
888-numbers (175), 877-numbers (177), 866-numbers (179). Some of the
references can be dynamically generated and used, such as extensions
(181), SIP addresses (183), click-to-assign references (185) and
click-to-callback references (187). In one embodiment, one or more of the
references are selected and used as the assigned reference (193) that is
embedded in the advertisement (191). In one embodiment, the assignment is
based at least partially on factors related to the advertisement, such as
call volume, conversion rate, revenue potential, category, geography,
demand partner, etc.

[0125]In one embodiment, the reference of a particular type is selected
and assigned to the advertisement when the advertisement is being
requested for delivery. When the advertisement is subsequently requested,
the previously assigned reference can be used. Alternatively, when the
advertisement is subsequently requested, a different reference of a
re-selected type can be selected and assigned to the advertisement, based
on the considerations such as the call volume in a past time period,
conversion rate, price bid, etc. After the new reference is assigned to
the advertisement, the previous reference can be assigned to a different
advertisement.

[0126]In one embodiment, before the expiration of the previously assigned
reference for an advertisement delivered by a demand partner, a new
reference can be assigned to the advertisement for delivery by the same
demand partner. Thus, multiple references can be associated with a same
set of parameters in a time period. Further, since some of the references
can be re-assigned to a different advertisement, one reference may be
associated with multiple sets of parameters (e.g., for different
advertisements). In one embodiment, when a reference is associated
multiple sets of parameters, the parameter set that is most recently
assigned to and associated with an advertisement has the highest
priority; and when the reference is used to request a communication
connection with an advertiser, the customer can be prompted to confirm
the set of parameters (directly or indirectly) before the set of
parameters are used to connect the customer to the advertiser.

[0127]In one embodiment, a communication reference that is specific to a
selected tracking mechanism is allocated or selected or generated for a
particular advertisement. The communication reference is embedded into
the advertisement to generate a particular version of the advertisement.

[0128]In one embodiment, the tracking mechanism is selected at a time when
the particular version of the advertisement is needed for presentation
(e.g., when the version of the advertisement is to be delivered to a
media channel, a demand partner, or to a web browser of a customer). The
corresponding communication reference is allocated or selected or
generated when the tracking mechanism is selected.

[0129]In one embodiment, the selected tracking mechanism can be
dynamically changed at a time when the particular version of the
advertisement is needed for presentation (e.g., when the version of the
advertisement is to be delivered to a demand partner or to a web browser
of a customer). For example, the tracking mechanism used in an
advertisement that is to be presented via a particular demand partner can
be upgraded or downgraded based on the statistical data collected from
the past activities related to the advertisement.

[0130]In one embodiment, a version of an advertisement can have multiple
assigned references corresponding to different types of tracking
mechanisms. For example, a version of an advertisement may include a SIP
address, a reference to arrange a callback and a reference to request an
assigned phone number.

[0131]The SIP address may be presented in a click-to-call format via a
VoIP application. When the customer has a VoIP application readily
available, the customer may choose to make the phone call via the SIP
address without requesting for a traditional telephone number.

[0132]The reference to arrange a callback can be implemented as a link or
a button labeled as "Request a phone connection through calling me back".
In one embodiment, a form to take the callback number is presented with
the link or button. Alternatively, when the link or the button is
selected, a further interface (e.g., a web page, a dialog box, etc.) can
be displayed to guide the customer through the process of connecting the
customer to the advertiser through calling back the customer.

[0133]The reference to request an assigned phone number can be implemented
as a link or a button labeled as "Show me a phone number", which when
selected, causes a phone number to be assigned to the version of the
advertisement. After a phone number is assigned to the version of the
advertisement, the advertisement can be subsequently displayed with the
assigned phone number without showing the reference to request an
assigned phone number.

[0134]Alternatively, when the "Show me a phone number" link or button is
selected, the complete phone number of the advertiser can be shown to
allow the customer to call the advertiser directly. In such an
implementation, the number of times that the advertiser's phone number is
clicked to reveal can be used as a performance indicator, based on which
the advertisement is charged for.

[0135]In one embodiment, after a period of time of serving the
advertisement, statistical data related to consumer responses to the
advertisement can be collected and used to adjust the tracking mechanisms
for the advertisement. For example, if it is determined that the majority
of the phone calls in response to the advertisement is via the SIP
address, other tracking mechanisms may be de-allocated from the
advertisement, or re-allocated for a different advertisement.
Alternatively, the reference may be phased out from the advertisement
while the reference is allocated to a different advertisement.

[0136]For instance, if an advertisement has a high call volume (e.g.,
receives many calls), it may be upgraded for a more expensive method of
tracking. An advertisement with an extension may be upgraded to a local
phone number without an extension, or even a vanity toll-free number, if
the performance of the advertisement is above a threshold (e.g., when its
conversion rate or call volume is high). Conversely, advertisements that
perform poorly may be downgraded in tracking methods used. For example,
an advertisement tracked by a toll-free number without an extension may
be downgraded to have a number with an extension, a click-to-call
connection mechanism.

[0137]The tracking mechanism of an advertisement can be determined not
only by the performance of an advertisement, but also by the quality of
the demand partner or the quality of the customer viewing the
advertisement. For example, one advertisement may use an expensive
tracking mechanism on one demand partner but may be assigned a different,
inexpensive tracking mechanism on a second demand partner who tends to
have lower quality customers (e.g., customers who response less
frequently to advertisements). The quality of a demand partner may be
reflected upon on the difference in the conversion rate of a same
advertisement presented via different demand partners, in the numbers of
the potential customers the demand partners can reach, the quality of the
customers of the demand partners, etc. In another embodiment, the
tracking mechanism is directly determined by the quality of the customer
himself/herself. For instance, information can be collected about the
customer interacting with the advertisements; if the customer is a
frequent buyer, an expensive tracking mechanism can be used for the
customer. The quality of a customer may also reflected upon the
preferences of the customer, the spending habit of the customer, the
response rate of the customer to advertisements, the need of the
customer, etc. In this case, different customers of different buying
tendencies may see the advertisement using different tracking mechanisms
at the same demand partners.

[0138]In one embodiment, the likelihood of an advertisement being called
is estimated based on the type of media channels used to present the
advertisement, the demand partner responsible to deliver the
advertisement, and/or the customer who views the advertisement. Any
characteristics in advertising that have an impact on the likelihood of
an advertisement being called and thus the expected revenue/profit
generated from the presentation of the advertisement can be used in
selecting a tracking mechanism for the particular instance of the
advertisement.

[0139]In one example, if it is determined that the number of communication
leads generated from the assigned phone number is lower than a threshold,
the assigned phone number may be reallocated to another advertisement. If
the number of communication leads generated from the advertisement is
higher than a threshold, the tracking mechanism used for the
advertisement may be promoted to a phone number with a short or vanity
extension, a phone number without an extension, a vanity phone number, a
toll free phone number, a vanity toll free number, a local phone number,
or a vanity local phone number. If the number of communication leads
generated from the advertisement is lower than a threshold, the tracking
mechanism may be downgraded, freeing up tracking resources for other
advertisements.

[0140]In one example, when advertisements are provided to a demand partner
that has a lower success rate in reaching viable customers than other
demand partners, this demand partner may be represented using a long
extension, leaving short extensions for other demand partners.
Alternatively, the advertisements for presentation by the demand partner
may be tracked using references for callback or SIP addresses.

[0141]In one example, the system may promote the advertisement activities
in one geographic area; and the advertisements served in that geographic
area receive upgrades in tracking mechanism.

[0142]In one example, the advertisements in certain categories of products
and services use upgraded tracking mechanisms.

[0143]In one embodiment, the advertisements with a pay per communication
lead price bid higher than a threshold receives an upgrade in tracking
mechanism.

[0144]In one embodiment, the system determines weighting factors in
various types of communication references (e.g., in terms of cost and
benefit in promoting the advertisement), the success rate of the
advertisement in various communication channel/demand partner, and the
price bids of the advertisers. Based on the collected information, the
system can select tracking mechanisms to optimize the potential revenue
that can be generated from advertising. In one embodiment, the potential
revenue includes the advertisement revenue and/or other revenue that can
be generated from the advertisement. For example, when the system takes a
commission from the transaction resulted from the advertisement, the
potential revenue can include the expected commission from the
presentation of the advertisement; and in such a case the system may
further use the statistical data related to the successful rate of a call
converting into a transaction, an average value of a transaction, the
possibility of a repeated call, the average value of a repeated call,
etc., in the determination of the potential revenue. In one embodiment,
advertisements may qualify for better tracking mechanisms when their
pay-per-call bid price reaches a certain value. Similarly, advertisements
may qualify for better tracking mechanisms when their overall value
reaches a certain threshold. Their overall value can be a function of
their bid price, ordinal position, conversion rate, demand source,
customer quality, etc.

[0145]FIG. 10 illustrates an example of telephone call tracking mechanisms
which can be selected according to one embodiment.

[0146]In FIG. 10, a phone number (207) without an extension is assigned
for the generation a particular version (213) of an advertisement (209).
In the database (201), the assigned phone number (207) is associated with
the media channel (203) and the advertiser's phone number (205) (and/or
other parameters to be tracked). Thus, the parameters to be tracked can
be identified based at least partially on the assigned phone number
(207). The particular version (213) of the advertisement (209) that has
the assigned phone number (207) is provided to the customer (217) via the
media channel (215). The advertisement may instruct or suggest the
customer to call the assigned phone number (207) to reach the advertiser.
In response to the advertisement, the customer may call the assigned
phone number (207). When the connection provider (221) is called at the
assigned phone number via a telephone carrier, the connection provider
(221) can identify the assigned phone number (e.g., via a Dialed Number
Identification Service (DNIS)) and determine the advertiser's phone
number (205) based at least partially on the assigned phone number (207).
Further, using the assigned phone number, it can also be determined that
the phone call from the customer is a response to an advertisement that
is delivered via the media channel (215) based on the association between
the assigned phone number (207) and the media channel (203) in the
database (201).

[0147]In one embodiment, after determining the advertiser's phone number
from the assigned phone number that is dialed by the customer (217), the
connection provider (221) makes a separate call to the advertiser (225)
via a telephone carrier. When both the customer (217) and the advertiser
(225) are on the line with the connection provider (221), the connection
provider (221) can bridge or conference the calls to connect the customer
(217) and the advertiser (225). Alternatively, the connection provider
(221) may forward the calls from the customer (217) to the advertiser
(225) after determining the advertiser's phone number.

[0148]In one embodiment, the assigned phone number can be a phone number
that is local to the area to be served by the advertisement.
Alternatively, the assigned phone number can be a toll free phone number,
such as an 800- (888-, 877, or 866-) number. In one embodiment, the
assigned phone number is a vanity number that spells one or more words on
a dial pad on a phone, such as 1-800-PLUMBER for the advertisement of a
plumber. Alternatively, the assigned phone number can be a plain phone
number.

[0149]It is recognized that a local phone number is easy to dial manually,
a vanity number is easy to remember, and an 800-number is easier to
remember than other toll free numbers. Thus, there are different values
in advertising in the different types of assigned phone numbers.

[0150]Since maintaining different phone numbers may increase the tracking
cost, another type of tracking mechanism uses different extensions to
differentiate tracked parameters. For example, different root phone
numbers can be used to represent different media channels; and different
extensions can be used to represent different advertisers. In another
example, different root phone numbers are used to represent different
advertisers; and different extensions are used to represent different
media channels. In another example, the entire assigned phone number,
including the root phone number and the extension, is used as a key to
look up the media channel and the advertiser's phone number. In a further
example, the root phone numbers are not used to differentiate tracked
parameters; and the tracked parameters are represented by the extensions,
which may be implemented as keys to look up the parameters or as
encoded/encrypted version of the parameters.

[0151]In one embodiment, after the customer dials the root number, the
customer is connected to an IVR system or a human operator of the
connection provider/tracker. After the customer provides the extension to
the IVR system or the human operator, the tracked parameters, such as the
media channel and/or the advertiser's phone number, can be determined.

[0152]In one embodiment, the IVR system or the human operator can prompt
the customer for the extension that is provided in the advertisement.
When the dialed root number is sufficient to identify information about
the media channel, the IVR system or the human operator may customize the
prompt to include the information of the media channel and ask the
customer to further provide the extension to reach the desired
advertiser. When the dialed root number is sufficient to identify
information about the advertiser, the IVR system or the human operator
may customize the prompt to include the information of the advertiser and
ask the customer to further provide the extension to reach the desired
advertiser.

[0153]The extension can be a plain extension or a vanity extension that
spells one or more words on a dial pad on a phone, such as extension
PLUMBER for the advertisement of a plumber. In one embodiment, extensions
used in the system can have different lengths. A shorter extension is
easy to dial; and a vanity extension is easy to remember. In one
embodiment, the extension includes an encoded/encrypted version of the
associated parameter to allow an authorized data system to decode/decrypt
at least some of the parameters without having to query the database.
Thus, different types of extensions can have different values in
advertising.

[0154]The tracking methods described can have different costs. A toll-free
number with many extensions, for instance, is much cheaper than many
vanity toll-free numbers. Therefore, the system uses the more expensive
methods when it's worthwhile to do so. For instance, if an advertisement
receives many calls, it may be selected for a more expensive method of
tracking. An advertisement with an extension may in the future be
upgraded to a local phone number without an extension, or even a vanity
toll-free number. Similarly, an advertisement may qualify for a more
expensive method of tracking if its conversion rate is high (e.g., if it
has a high ratio of the number of calls it receives to the number of
times it is displayed). Conversely, advertisements that perform poorly
may be downgraded in tracking methods used. For example, an advertisement
tracked by a toll-free number may be downgraded to have a less expensive,
click-to-call connection mechanism.

[0155]In one embodiment, the connection provider calls the customer
instead of providing a phone number to receive a phone call from the
customer. For example, the reference assigned to represent the contact of
the advertiser may not be used to make a call via a traditional telephone
carrier. The reference can be submitted to the connection provider via a
data communication, such as an email, an SMS message, a web request, or
other types of data communication. The reference can be used as a key in
the database to look up the associated parameters, such as the media
channel and the advertiser's phone number. In one embodiment, the
reference is an encoded/encrypted version of the associated parameters,
such that an authorized data system can decode/decrypt the information
without having to look up from the database. After the reference is
provided to the connection provider with the request for a connection,
the connection provider can callback to the customer to establish the
connection between the customer and the advertiser. The request may
include a callback phone number of the customer. Alternatively, a
customer may be prompted to provide the callback phone number in response
to the request. The connection provider can connect the customer and the
advertiser by calling the customer and the advertiser separately and
bridge/conferences the calls, or by forwarding one call (e.g., the call
to the customer) to another (e.g., to the advertiser).

[0156]In one embodiment, a telephone number assigned to a version of an
advertisement includes a SIP address for the initiation of a VoIP-based
telephone call. The SIP address can be used for a manually dialed call on
a SIP-enabled phone, or be used in a click to call format. In one
embodiment, the SIP address includes an encoded/encrypted version of the
contact of the advertiser such that the connection provider can
decode/decrypt the contact of the advertiser from the SIP address without
having to look up from database.

[0157]In one embodiment, the allocation of a telephone number to an
advertisement is deferred to a stage when a customer is interested in the
advertisement and ready to make a phone call. A reference embedded in the
advertisement can be used to specifically request for the telephone
number that is assigned to the advertiser by the connection provider. The
request can be sent as a web request in response to a click on a link, or
as an email, an SMS message, or an instant message. The assigned
telephone number may be a toll free phone number without extension, a
local phone number with an extension, a SIP URL, etc. Alternatively, the
reference can be used to request the actual phone number of the
advertiser.

[0161]In one embodiment, a user device can include a USB phone, a
Bluetooth wireless phone, or one or more speakers or headphones with one
or microphones for the implementation of a software based phone
(softphone).

[0162]In one embodiment, the user devices/phones support one or more real
time communication capabilities, such as VoIP using Session Initiation
Protocol (SIP) which may support video and instant-messaging
applications, IP phone, regular phone over VoIP service, Bluetooth
wireless phone, USB phone, software based phone, and other forms of IP
telephony. In one embodiment, the user devices/phones support the display
of virtual reality.

[0163]In one embodiment, the user device can include a television set to
receive the advertisement. Further, the television set may have the
capability to accept user input so that the television content may be
changed according to the user input (e.g., interactive television, web
television, internet television, etc.), or be coupled with a set top box
which has such capability. The user input may be provided to the content
provider through the same communication channel in which the television
content/programs are delivered (e.g., a cable system of a cable
television system), or a separate channel (e.g., a phone line, an
Internet connection, etc.). The user input may include a request to make
a connection to an advertiser featured in an advertisement presented in a
television program, such as a request for a telephonic connection to the
advertiser.

[0164]In one embodiment, the user devices are mobile devices, such as PDA,
cellular phone, etc. The user devices obtain content information,
including advertisements, through wireless communication connections,
such as cellular communication links, wireless access points for wireless
local area network, etc.

[0165]In one embodiment, a user device (e.g., a cellular phone, a
computer, a PDA) can receive content information from multiple types of
media channels (e.g., a web server, a WAP server, an SMSC, CHTML, etc.).

[0166]In one embodiment, a user device is capable to dial a phone call
(e.g., automatically according to the encoded phone number embedded in
the content information when a user selects the number). Alternatively, a
user may manually dial a phone call using a separate phone, such as user
phone S (247) or user phone T (249).

[0167]In one embodiment, dialing at least a portion of an encoded target
phone number connects the phone call to a connection server (255) first.
According to the encoded target phone number dialed, the connection
server (255) determines the corresponding target phone number using the
database (251) and connects the phone call to the corresponding target
phone (e.g., one of target phones 261-269) through the communication
network (257).

[0168]Note the communication network (257) may be circuit switched, packet
switched, or partially circuit switched and partially packet switched.
For example, the telephone network may partially use the Internet to
carry the phone call (e.g., through VoIP). For example, the connection
between the user phone/device and the connection server (255) may be
carried using VoIP; and the connection between the connection server
(255) may be carried using a land-line based, circuit switched telephone
network.

[0169]In one embodiment, the information associated with the encoded
target phone number, such as the media channel used to provide the
encoded target phone number to the users, is also decoded/retrieved using
the database (251). Thus, the information associated with the encoded
target phone number can be tracked/stored.

[0170]In one embodiment, the connection server (255) also determines the
phone number of the user through Automatic Number Identification (ANI).
ANI is a phone system feature that provides the billing phone number of
the person making the phone call.

[0171]The information about the caller, target phone number, the media
channel used for delivering the contact information to the user can be
used to bill the caller and/or the target phone number, and provide
credit/compensation for the corresponding media channel.

[0172]For example, the advertisements for target phone numbers can be paid
for on a pay per call basis. Monitoring and tracking the calls can be
used for billing the advertisers. Alternatively, the users may be seeking
the contact information on a pay per call basis. Monitoring and tracking
the calls can be used for billing the users.

[0173]In one embodiment, the additional information associated with the
encoded target phone number is used to provide credit/compensation to the
operators of the corresponding media channels that are responsible for
leading the users to the phone calls to the target phones. The system can
further track the time and duration of the phone calls and other
information, such as conditional promotions, electronic coupons, etc.

[0174]The information about the media channels that are responsible for
leading the users to the phone calls to the target phones can also be
useful for the advertisers. The advertisers may wish to know which media
channel is more effective in reaching users. For example, using the
statistic information about the media channels which successfully bring
in phone calls, the advertisers may fine tune advertisement strategies.
Further, different media channels may charge differently for the
advertisements; and the advertisers may bid differently on different
media channels for their advertisements.

[0175]In one embodiment, an encoded target phone number has the same
number of digits as a standard phone number (e.g., a typical telephone
number assigned by a telephone company). Thus, dialing the encoded target
phone number is as easy as dialing the target phone number; and dialing
the target phone number reaches the connection server (255). In such an
arrangement, a large number of encoded phone numbers are generally
required to differentiate the different target phones and different media
channels.

[0176]In one embodiment, an encoded target phone number has more digits
than a standard phone number. A first portion of the encoded target phone
number has the same number of digits as a standard phone number to reach
the connection server (255) through the communication network (257); and
a second portion of the encoded target phone number is to be decoded by
the connection server (255). For example, the Dual Tone Multi-Frequency
(DTMF) decoder can be installed in the connection server (255) to detect
the second portion of the encoded target phone number dialed at the user
phone. The detected phone number can then be used to recover the target
phone number. In one embodiment, a human operator or an interactive voice
response (IVR) system can be used to receive the second portion of the
encoded target phone number for decoding.

[0177]When an encoded target phone number has more digits than a standard
phone number, the additional digits can be implemented as a telephone
extension, or as input to an IVR system. In one embodiment, an encoded
target phone number includes a Session Initiation Protocol (SIP) address
for the initiation of a VoIP call to the system.

[0178]In one embodiment, a single telephone number is used to reach the
connection server (255) for different target phone numbers; and the
portion of the encoded target phone number that is used to reach the
connection server (255) is not used in determining the information
associated with the encoded target phone number.

[0179]Alternatively, multiple telephone numbers can be used to reach the
connection server (255); and the entire encoded target phone number can
be used to determine the information associated with the encoded target
phone number.

[0180]In one embodiment, the encoded target phone numbers can have
different numbers of digits. The advertisers may be arranged to bid for
shorter encoded target phone numbers.

[0181]In one embodiment, the encoded target phone numbers are assigned
only when needed for use in a media channel. For example, when a query is
received at the server of the system, the system assigns phone numbers
for the advertisements that satisfy the query.

[0182]In one embodiment, a look-up table approach is used to encode the
information. For example, the database (251) keeps track of the
information about the media channel and the target phone number (and
other information, if any) for the encoded target phone number so that
the encoded target phone number can be used as a key to retrieve the
corresponding information. Thus, it is not necessary to have a
predetermined structure to encode the information about the media
channels and the target phone number.

[0183]Alternatively, algorithms can be used to generate and encode target
phone number and associated information. For example, a predetermined
algorithm may be used to encode different information in the target phone
number. For example, the target phone number may include a number of
fields separated by "*" or "#". Each of the fields can be decoded
separately (e.g., from a separate look up table or a mapping algorithm)
to determine the target phone number, identity of the media channel, etc.

[0184]For example, a set of parameters can be mapped from a string of
characters to a string of numerical digits as a part of the encoded
target phone number; and the string of numbers can be mapped back into
the string of characters at the connection server (255). When such a
mapping scheme is used, a look up table is not necessary. For example, an
encoded target phone number may include a first portion that is the phone
number of the connection server (255), a second portion that is the
target phone number appended with a number mapped from an identifier of
the media channel. To prevent the user from dialing the target phone
number directly, an encryption/scrambling scheme can be used to encode
the second portion, which is decoded at the connection server (255).

[0185]In one embodiment, the connection server (255) determines the target
phone number from the encoded target phone number dialed by the user and
then dials the target phone number for the user and joins/bridges the
phone calls so that the user can talk to the target phone.

[0186]In one embodiment, users dial the encoded target phone numbers
manually. A user can dial the encoded target phone number regardless of
the user device used and the media channel used.

[0187]Alternatively, in one embodiment, user devices can automatically
dial the encoded target phone numbers. For example, a cellular phone, a
computer or a PDA can dial a phone number using a Dual Tone
Multi-Frequency (DTMF) generator. In one embodiment, the encoded target
phone numbers are presented in the content information in a format such
that when the user selects the phone number the user device (e.g., a
cellular phone or a computer) dials the encoded target phone number for
the user. The user selection may be in the form of a keyboard/keypad
input, a touch pad input, a track ball input, a mouse input, a voice
command, etc.

[0188]In one embodiment, the user device initiates the phone call through
a VoIP system when the user selects the encoded target phone number.

[0189]In one embodiment, the user device dials the phone number for the
user without the user manually pressing the sequence of the encoded
target phone numbers. This greatly simplifies the process of make the
phone call. Since a user device can dial a long sequence of number
easily, a large number of digits can be used to encode the information
without presenting any difficulties for the users.

[0190]In one embodiment, the encoded target phone numbers are formatted so
that the user device dials a first portion of the encoded target phone
numbers to access the connection server (255), pauses for a short period
of time for the connection server (255) to prepare for receiving the
second portion of the encoded target phone numbers, and then dials the
second portion of the encoded target phone numbers. Thus, the user device
provides a user-friendly way of dialing the encoded target phone numbers;
and, making the phone call can be as easy as making a "click" to access a
web page.

[0191]In FIG. 11, the user device initiates the phone call. Alternatively,
a connection server may be used to initiate phone calls both to the user
device (or a separate user phone) and the target phone and then
join/bridge the phone calls to connect the user to the target phone. For
example, when the user selects the encoded target phone number, the
selection of the target phone number is transmitted to the connection
server with the user phone number.

[0192]The user phone number can be automatically determined through ANI,
or through a user preference setting, or through an entry submitted with
the selection of the encoded target phone number.

[0193]In one embodiment, the selection of the encoded target phone number
is transmitted to the corresponding media channel, which forwards the
request for making the phone call to a server (e.g., a web server)
connected to the connection server. Alternatively, the content
information can be formatted so that the selection is sent directly to
the connection server.

[0194]When the connection server starts the phone calls, the encoded
target phone number can also include alphabetic characters (and/or other
characters). The connection server can decode the encoded target phone
number to recover/retrieve the target phone number and other associated
information, such as the identity of the media channel that is creditable
for providing the encoded target phone number to user.

[0195]In one embodiment, an advertisement is presented to end users around
the globe without geographical area limitations. For example, an
advertiser may provide services and/or products to customers around the
globe. The advertisement may be delivered to the worldwide users of the
Internet.

[0196]In one embodiment, the intended audience of an advertisement is the
population in a particular geographical area or people interested in a
particular geographical area. For example, an advertiser may limit its
service area within a geographical area, where the advertiser can provide
services and/or products to the customers more effectively. For example,
a business may better serve the customers within a convenient
walking/driving distance to the site of the business. A business may
limit the service area within a city, a county, a state, a country, or
other types of regional areas. Further, a large business entity having
offices around the world may want to attract customers in different
geographical regions to different offices for better services.

[0197]In one embodiment, a target geographic area is specified for
publicizing a phone number which can be used to reach an advertiser. The
target geographic area information can be used to effectively reach
potential customers and connect the customers to the corresponding phones
of the advertisers.

[0198]For example, in one embodiment, the advertiser can specify a
geographic service area corresponding to a phone number. The service area
may be specified in terms of radius, city, region, state or national
boundary, etc. The service area can be used to limit the delivery of the
advertisement to customers seeking information in the corresponding
geographic area. The service area can be used to stream information into
a mobile device when the mobile device enters the service area, with or
without explicit request from the user of the mobile device. The service
area information can also be used to route the phone to the corresponding
one of the offices of the advertiser, based on the location of the
caller, if the advertiser has more than one office.

[0199]In one embodiment, an advertisement presented in a media channel is
for a single advertiser. The end user selects an advertiser according to
the advertisements presented on behalf of individual advertisers; and the
connection server connects the end user and the selected advertiser
according to the encoded target phone number individually publicized in
the advertisement for the advertiser. When the user views the online
advertisements, the selection of the advertiser is based on the online
information.

[0200]In one embodiment, an advertisement is presented in a media channel
for a group of advertisers, such as a group of mortgage brokers. The
advertisement contains an encoded target phone number which is reachable
to the group of mortgage brokers. When the encoded target phone number is
selected or used, the selection of a particular advertiser is performed
at the connection server.

[0201]For example, a toll-free number is published to advertise mortgage
brokers in a particular geographic area. When a consumer dials the
toll-free number, the call is routed to the highest bidding mortgage
broker who is available in that market.

[0202]The connection server may select the target advertiser according to
the bidding of the advertisers for the advertisement. The advertiser who
places the highest bid is the winner for the call. Alternatively, or in
combination, other types of selection criteria can also be used. For
example, the user may be interested in advertisers in a particular
geographical region; and the geographical area of interest to the caller
can be determined and used in selecting the target advertiser. Further,
the user may be interested in a connection without excessive waiting
time. The status of the availability of the advertisers to answer the
call can be used in ranking the candidates for routing the call.

[0203]In general, an indicator used to rank the candidates may be a
function of a number of parameters, such as the bid for the
advertisement, the projected waiting time, an indicator showing a degree
of matching to one or more user requirements (e.g., geographic area,
service type, etc.), advertisement budget, and others.

[0205]Since the telecommunication carrier (275) can route a call from a
packet switched network to a variety of destinations (e.g., a traditional
analog telephone set, a mobile phone, a cellular phone, a WiFi phone, a
Bluetooth phone, a softphone running on a computer, etc.), the connection
sever (277) can use one type of communication connection with the
telephone carrier (275) to facilitate the communication connections with
variety of devices used by the customers (e.g., callers and callees).
Thus, the implementation of the connection server (277) can be
simplified. In one embodiment, the connection server (277) can also place
and/or receive direct VoIP calls to/from the caller (or callee).

[0206]For example, to make a voice connection in response to a
click-to-call request, the connection server can place separate VoIP
calls, via the telecommunication carrier (275), to the caller (271)
(e.g., the requester of the click-to-call) and the callee (273) (e.g.,
the destination of the click-to-call request).

[0207]If the caller (271) (or the callee 273) is on a public switched
telephone network (PSTN), the telecommunication carrier (275) bridges the
packet switched the network and the public switched telephone network
(PSTN). The telecommunication carrier (275) routes the call from the
packet switched network (279) to the caller (271) (or the callee 273) on
the circuit switched network. Thus, the caller (271) (or the callee 273)
can use a telephone set to receive the call via a Plain Old Telephone
Service (POTS). The connection server (277) joins the separate calls that
are placed via the packet switched network (279) to connect the callee
(273) and the caller (271).

[0208]In one embodiment, call signaling and media content may use
different network paths. While call signaling is arranged to go through
the packet switched network (279) and the connection server (277), the
media stream does not have to go through the connection server (277). For
example, when the calls are joined, the media content may be redirected
to flow over the communication carrier (275) without going through the
packet switched network (279) to the connection server (277) for improved
performance and efficiency. The connection server (277) can release the
control over the media stream to allow the media stream to flow through
the shortest path, without going through the connection server, while
maintaining control to the connection for the call by staying on the path
for call signaling.

[0209]In another example, when the caller (271) initiates a call over a
PSTN to the connection server (277), the telecommunication carrier (275)
converts the call for the packet switched network (279) for the
connection server (277).

[0210]In one embodiment, virtual softphones on the telecommunication
carrier (275) are assigned to the caller (271) and the callee (273) for
interfacing with the connection server (277) over the packet switched
network (279). The virtual softphones encapsulates the devices and
networks used by the caller (271) and callee (273) to access the
connection server (277); and the telecommunication carrier (275) shields
the connection server (277) from the implementation details of the user
devices and networks used by the caller (271) and the callee (273). The
connection server (277) calls (or receives calls from) and connects the
virtual softphones on the telecommunication carrier (275) to connect the
caller (271) and the callee (273).

[0212]Alternatively, a connection server may include some or all of the
functionality of the telecommunication carrier (275). For example, the
connection server may be configured to bridge a packet switched network
and a circuit switched network. The connection server may support
multiple, different types of Internet Telephony systems.

[0213]In one embodiment, the connection server (277) and the
telecommunication carrier (275) are operated by different, separate
entities. Alternatively, the connection server (277) and the
telecommunication carrier (275) may be operated by the same entity. In
another embodiment, the telecommunication carrier (275) includes a set of
facilities operated by a number of separate entities.

[0214]In one embodiment, the caller (271) and/or the callee (273) may also
place/receive calls via a packet switched network. The telecommunication
carrier (275) may route the calls between the caller (271) and the callee
(273) without using a PSTN. In one embodiment, caller (271) and/or the
callee (273) may place calls to or receive calls from the connection
server (277) via Internet.

[0215]FIG. 13 shows a connection server according to one embodiment. In
FIG. 13, the connection server (355) is configured to place and/or
receive VoIP calls using Session Initiation Protocol (SIP). A session
border controller (351) is used to interface with the packet switched
network (353) and control the types of network traffic related to VoIP
calls that might go into the connection server (355).

[0216]In one embodiment, the session border controller (351) is configured
to control the signaling and media stream during the setting up,
conducting and tearing down of VoIP calls to or from the connection
server (355). In some embodiments, the session border controller (351)
may pick up the call that comes to the session border controller (351),
places a separate call from the session border controller (351), and
joins the received call and the placed call to control both the signaling
and media stream. In some embodiments, the session border controller
(351) may perform signaling/encoding translation to allow the connection
server (355) to process the VoIP calls in one standard, while receiving
VoIP calls in a variety of standards (e.g., SIP, H.323, etc.). In one
embodiment, the session border controller (351) is configured to perform
one or more firewall functionalities, such as denial of service
protection, call filtering, bandwidth management, etc.

[0217]In one embodiment, the session border controller (351) is configured
to perform media releasing operation. When the session border controller
(351) determines that the source and destination of a media stream is on
the same side of the session border controller (351) (e.g., both the
source and the destination of the media stream is outside the connection
server 355), the session border controller (351) can release the
hairpinning of the media stream and allow the media stream to flow
without going through the session border controller (35 1).

[0218]In FIG. 13, a set of SIP servers (e.g., 361, 363, . . . , 369) are
networked to the session border controller (351) to receive messages for
incoming calls and to initiate outgoing calls. The session border
controller (351) is configured to evenly distribute the calls for
processing by the SIP servers.

[0219]For example, when an incoming message for the initiation of a call
is received (e.g., a SIP INVITE message from the telecommunication
carrier 275), the session border controller (351) may route it to a SIP
server (e.g., 361) for processing. The INVITE message includes the phone
number dialed by the caller and the contact information about the caller
(e.g., the phone number of the caller 271 and/or the identity of the
virtual SIP phone at the telecommunication carrier 275).

[0220]The SIP server may determine whether the phone number dialed by the
caller (273) is sufficient to determine the phone number of the callee
(e.g., 273). If the phone number of the callee (e.g., 273) can be
determined from the phone number dialed by the caller (273) (e.g., via
decoding the phone number dialed by the callee, or looking up the phone
number of the callee from a table using the phone number dialed by the
caller as a key), the SIP server can place a separate SIP call to the
callee via the packet switched network (353) and then connect the caller
and the callee. Alternatively, the SIP server can further route the SIP
INVITE message (e.g., to the telecommunication carrier (275) to direct
the call to the callee. For example, the SIP server may modify the INVITE
message by replacing the destination with the determined phone number of
the callee. Further, the SIP server can modify the INVITE message by
removing the phone number of the caller (or replacing the phone number of
the caller with a phone number of the connection server). In one
embodiment, the modified INVITE message identifies the virtual softphone
corresponding to the caller on the telecommunication carrier as the SIP
phone initiated the call; thus, the virtual softphone corresponding to
the callee on the telecommunication carrier can establish media
connection with the virtual softphone corresponding to the caller on the
telecommunication carrier directly. Alternatively, the modified INVITE
message may identify a media server (371) (or a virtual softphone on SIP
server) as the initiator for a separate call. The SIP server then
connects the calls for the media stream.

[0221]In one embodiment, the caller is first connected to a media server
(e.g., 371, 373, or 379). For example, the SIP server may forward the SIP
INVITE message to one or more of the media servers for answering the
call. When a media server (e.g., 371) answers the call, a prompt is
played to the caller by the media server. The media server may include an
Interactive Voice Response (IVR) system, or be connected to an IVR
system, to obtain input from the caller.

[0222]For example, the media server may prompt the caller to enter the
extension assigned to the callee, such that the phone number of the
callee can be determined based on the phone number including the
extension dialed by the caller. In some embodiments, the extension dialed
by the caller is sufficient to determine the phone number of the callee.
After the phone number of the callee is determined, the SIP server can
further connect the call to the callee.

[0223]For example, the media server can send a message to the SIP server.
The message identifies the call and the extension obtained from the
caller. The SIP server then determines the callee's phone number based at
least on the extension received from the media server and initiates a SIP
call via the packet switched network (353) (e.g., by sending a SIP INVITE
message to the telecommunication carrier 275, which further bridges the
call to the callee 273). Then, the SIP server disconnects the media
server from the call and reconnects the call to the callee.

[0224]For example, the SIP server can send a SIP BYE message to the media
server to disconnect the media server from the call (e.g., by sending a
"BYE" message to the media server for the call) and send a re-INVITE
message towards the caller to connect the caller and the callee.
Alternatively, the media server may send a SIP BYE message to the SIP
server for the call; the BYE message may include the extension obtained
from the caller; in response to the BYE message that contains the
extension, the SIP server determines the phone number of the callee and
further connects the caller to the callee.

[0225]In one embodiment, the SIP server can direct the caller and the
callee to connect to each other for the media stream without having the
media stream going through the session border controller (351) into the
connection server (355). For example, the media stream can go through the
telecommunication carrier (275) in FIG. 12 without going to the
connection server (277) after the SIP server connects the caller and the
callee.

[0226]However, the SIP server stays on the signaling path to monitor the
progress and termination of the call. The SIP server can also break the
connection between the caller and the callee, or force the media stream
to come through the connection serve (355). For example, the SIP server
may selectively conference a media server into the call to monitor and/or
record the communication of the call between the caller and the callee.
For example, the SIP server may reconnect the caller and the callee to
separate media servers for interaction with an IVR system or a human
operator to confirm a deal or transaction.

[0227]Similarly, the SIP server may initiate a callback to a caller via a
SIP call over the packet switched network (353) for a connection to the
caller. The SIP call may be bridged onto a circuit switched network
(e.g., by a telecommunication carrier 275). The SIP server can then
reconnect the call to a media server for sending a prompt to the caller
before reconnect the call to the callee. Alternatively, the callback can
be initiated from a media server; and the call signaling (e.g., the
INVITE message from the media server) goes through the SIP server for
call control. Alternatively, the SIP server sends out the INVITE message
on behalf of the media server.

[0228]In one embodiment, the SIP servers (361, 363, . . . , 369) and media
servers (371, 373, . . . , 379) are implemented on separate computers
connected via a local area network (and/or intranet or Internet).
Alternatively, at least the some of the servers can be implemented on a
same computer. In one embodiment, the SIP servers and the media servers
are also integrated with the session border controller (351) on a same
data process system having multiple processors coupled with a data bus.
In one embodiment, the SIP servers are coupled to the media servers via a
network; and a SIP server may use any of the available media server for
interaction with the caller (or callee). Alternatively, a SIP server may
be configured to use one or more of media servers that are not shared by
other SIP server. For example, a SIP server may be implemented on a same
data processing system with one or more media servers which are reserved
for the SIP server.

[0229]In one embodiment, the connection server (355) may further include a
database server (355) to storing records related to the calls, data
mapping between the communication references assigned to the callees and
the actual phone numbers of the callees, etc. In one embodiment, contact
mapping are cached in the local memory (e.g., RAM) of the servers for
improved performance; and the cached mapping is updated when the database
is updated.

[0230]FIG. 14 shows a block diagram example of a data processing system
which may be used in various embodiments. While FIG. 14 illustrates
various components of a computer system, it is not intended to represent
any particular architecture or manner of interconnecting the components.
Other systems that have fewer or more components may also be used.

[0231]In FIG. 14, the communication device (1101) is a form of a data
processing system. The system (1101) includes an inter-connect (1102)
(e.g., bus and system core logic), which interconnects a
microprocessor(s) (1103) and memory (1108). The microprocessor (1103) is
coupled to cache memory (1104) in the example of FIG. 14.

[0232]The inter-connect (1102) interconnects the microprocessor(s) (1103)
and the memory (1108) together and also interconnects them to a display
controller and display device (1107) and to peripheral devices such as
input/output (I/O) devices (1105) through an input/output controller(s)
(1106). Typical I/O devices include mice, keyboards, modems, network
interfaces, printers, scanners, video cameras and other devices which are
well known in the art.

[0233]The inter-connect (1102) may include one or more buses connected to
one another through various bridges, controllers and/or adapters. In one
embodiment the I/O controller (1106) includes a USB (Universal Serial
Bus) adapter for controlling USB peripherals, and/or an IEEE-1394 bus
adapter for controlling IEEE-1394 peripherals.

[0235]Volatile RAM is typically implemented as dynamic RAM (DRAM) which
requires power continually in order to refresh or maintain the data in
the memory. Non-volatile memory is typically a magnetic hard drive, a
magnetic optical drive, or an optical drive (e.g., a DVD RAM), or other
type of memory system which maintains data even after power is removed
from the system. The non-volatile memory may also be a random access
memory.

[0236]The non-volatile memory can be a local device coupled directly to
the rest of the components in the data processing system. A non-volatile
memory that is remote from the system, such as a network storage device
coupled to the data processing system through a network interface such as
a modem or Ethernet interface, can also be used.

[0237]In one embodiment, a server data processing system as illustrated in
FIG. 14 is used as one of the communication server(s), virtual reality
server(s), connection server(s), database server(s), media server(s),
controller(s), router(s), gateway(s), etc.

[0238]A user terminal as a client system can be a data processing system
similar to the system of FIG. 14. A client system can be in the form of a
PDA, a cellular phone, a notebook computer or a personal desktop
computer. For example, the I/O devices of the user device may include a
USB phone, a Bluetooth wireless phone, or one or more speakers or
headphones with one or microphones for the implementation of a software
based phone.

[0239]In one embodiment, a user devices/phones support one or more real
time communication capabilities, such as VoIP using Session Initiation
Protocol (SIP) which may support video and instant-messaging
applications, IP phone, regular phone over VoIP service, Bluetooth
wireless phone, USB phone, software based phone, and other forms of IP
telephony. Other types of traditional communication client(s) may be used
in some embodiments.

[0240]FIG. 15 shows a user interface to present answers to facilitate real
time communications and content transaction according to one embodiment.
In FIG. 15, a user may enter a search term in the entry box (723) to
search for existing questions related to a topic or keyword. In one
embodiment, both the questions and the answers to the questions can be
matched in searching the questions according to the search term provided
in the entry box (723).

[0241]In another embodiment, the user can also browser a directory of
topics to visually search for questions of interest.

[0242]In FIG. 15, a question (701) (e.g., "Can VC invest in an LLC or
would another form of incorporation be required in order to receive
venture funding?") is displayed according to a user selection from a
prior search request (or from browsing the hierarchical directory of
topics and selecting the question from the questions listed under the
topics).

[0243]In FIG. 15, the question (701) is presented with information (703)
about the user (Lui Magarian) who posted the question. For example, a
link (705) to other questions of the user (Lui Magarian) can be selected
to view more information about the user (Lui Magarian). For example, when
the link (705) is selected, a public profile page of the user (Lui
Magarian) may be presented with a list of other questions that have been
asked by the user (Lui Magarian). Alternatively, when the link (705) is
selected, the list of questions of the user may be presented with further
links to the profile information of the user (Lui Magarian) or,
alternatively, without profile information about the user (Lui Magarian).

[0244]In some embodiments, the information (703) about the user (Lui
Magarian) can further include an indication of a social distance and/or a
social connection path between the user (Lui Magarian) and the viewer of
the user interface (not shown in FIG. 15).

[0245]In FIG. 15, credentials (726) earned by the user (Lui Magarian) is
also presented. For example, FIG. 15 shows a link to the best answers of
the user (Lui Magarian) (e.g., best answers as selected by those who
asked the corresponding questions, or as voted by viewers who have
reviewed the answers).

[0246]In FIG. 15, the communication references (725 and 727) are presented
to allow the viewer to request communication connections with the user
(Lui Magarian). For example, the icon button (725) can be selected to
request a telephonic connection with the user (Lui Magarian) at a rate
(e.g., $1.5 per min) that is specified by the user (Lui Magarian). The
user of the interface illustrated in FIG. 15 may want to talk to the user
(Lui Magarian) about the knowledge related to the question, or for
advises in areas that the user (Lui Magarian) have earned credentials
(726), or for other purposes (e.g., recommendations, suggestions,
entertainment, amusement, etc.). For example, a caller may call the user
(Lui Magarian) to pitch for a service or product related to the question.

[0247]In one embodiment, the communication references (725 and 727) are
automatically presented by the system, according to the permission or
preference of the user (Lui Magarian). In one embodiment, the
communication references (725 and 727) are obtained by the user (Lui
Magarian) from a connection provider and provided to the question and
answer system when posting the question.

[0248]In one embodiment, after the icon button (725) is selected, a
connection server is to call back at a telephonic reference of the user
of the interface to make a connection to the user (Lui Magarian).
Alternatively, the icon button (725) can be configured to cause a VoIP
call initiated from the user terminal that presents the user interface
illustrated in FIG. 15. Alternatively, the user interface may be
displayed on a telephonic apparatus, connected to a landline or capable
to connected to a cellular communication network; and the selection of
the icon button (725) can cause the telephonic apparatus to dial a call
according to a telephone number embedded in, or associated with, the icon
button (725). Alternatively, the selection of the icon button (725) can
cause the user interface to reveal a telephone number of a connection
server which can be dialed to call the connection server and request the
connection server to connect the call to the user (Lui Magarian).

[0249]In one embodiment, the caller is provided a free time period for the
telephonic connection with the user (Lui Magarian) until the caller
indicates the acceptance of the charge. In another embodiment, the
connection server connects the caller to the user (Lui Magarian) after
the caller accepts the charge.

[0250]For example, the icon button (727) can be used to request for a mail
connection with the user (Lui Magarian). In one embodiment, the
connection server sends the mail electronically to the user (Lui
Magarian) as if the mail is from the connection server to prevent the
recipient from getting the electronic mailing address of the sender
(e.g., for the privacy of the sender). A reference embedded in the
delivered mail can be used to request the connection server to send a
response in the same anonymous way.

[0251]In FIG. 15, a list of existing answers to the question is provided
with corresponding information about the users who provided the
corresponding answers. For example, a user (Rob Berman) may provide an
answer (714) ("A VC can invest in any type of corporate structure.
However, that being said it will be harder to develop an exit strategy
for the VC with an LLC versus a C-Corp.").

[0252]In FIG. 15, information (711) is displayed about the user (Rob
Berman) who provided the answer (714) to facilitate communications with
the user (Rob Berman) and the transaction of a fee-based content. For
example, information (711) may include the credentials of the user (Rob
Berman) (e.g., having provided 3 best answers in the category of "staring
up" and 1 best answers in the category of "accounting"). The information
(711) further include an icon button (715) which can be used to request a
telephonic connection with the user (Rob Berman) at the rate of $30 per
15 minutes and an icon button (717) for a mail connection. The
connections can be provided in similar ways as described above related to
the icon buttons (725 and 727). In one embodiment, the mail connection
allows the user (Rob Berman) to charge a price for pay-to-view content,
as illustrated in FIG. 17.

[0253]In FIG. 15, the user (Rob Berman) can also include an answer that
requires a payment to view. An introduction (716) to the fee-based answer
is presented with a price (e.g., $5.00) and an icon button (719) to buy
the fee-based answer. Alternatively, the public answer (714) can be used
as the introduction part of the fee-based answer.

[0254]In one embodiment, the user interface further presents the user
feedback information about the fee-based answers. For example, the
average rating (718) from the prior customers who purchased the fee-based
answer is displayed with statistical data about the fee-based answers in
the example of FIG. 15. For example, the number of prior customers who
purchased the fee-based answers, the number of comments from prior
customer, etc., can be displayed to assist the viewer in making a
purchase decision.

[0255]In one embodiment, when the icon button (719) is selected, a copy of
the fee-based answer is mailed electronically to the requester; and the
fee-based answer can be viewed in an application for electronic mails
after payment for the fee-based answer is received. In one embodiment,
the selection of the icon button (719) also brings the customer to the
application for electronic mails, as illustrated in FIG. 17.

[0256]In another embodiment, the selection of the icon button (719) causes
the user interface to further display a user interface to verify payment
information; after the payment is received, the fee-based answer is
displayed or mailed electronically to the requester.

[0257]In one embodiment, the system allows the person who provides the
answer to offer fee-based content related to the question and answers in
various ways. For example, the fee-based content can be a text
description, or a graphical document, or a multimedia presentation.

[0258]In FIG. 15, the user interface presents an offer (721) of a
fee-based content related to the answer provided by the user (Furqn Naz)
(713). The content is in an audio form, priced based on a time period a
customer actually listens to the content (e.g., $0.75 per minute). In one
embodiment, when the icon button (721) is selected, a telephonic
connection to a media server is established (e.g., via a VoIP call from
the user terminal, via a cellular phone call or a landline phone call to
a server, or via a server calling back to the user). After the payment is
received or verified, the media server plays the recording back to the
customer over the telephone connection.

[0259]In another embodiment, the audio and/or video content is streamed
over Internet to the requester when the icon button (721) is selected. In
a further embodiment, a multimedia file is downloaded to the requester
after the icon button (721) is selected.

[0260]In one embodiment, the payment information is verified prior to the
presentation of the questions and answers. The customer is charged
according to the payment information when the customer selects the icon
buttons (e.g., 718, 721) for purchases. The payment information may be a
credit card account, a debit card account, a bank account, a member
account of the customer established with the service provider, etc. In
one embodiment, the payment information includes a telecommunication
service account (e.g., a cellular phone account, a VoIP user account, an
instant messaging account, a landline telephone account, etc.); and the
purchase made by the customer is billed to the telecommunication service
account of the customer.

[0261]In another embodiment, the payment information is verified after the
viewer selects the buttons (e.g., 719, 721, 725, or 715).

[0262]In FIG. 15, the user interface includes an icon button (707)
selectable to request a user interface for providing answers to the
question (701) and an icon button (709) to suggest an expert for the
question (701).

[0263]FIG. 16 shows a user interface to receive answers from a user
according to one embodiment. In FIG. 16, the question to be answered is
presented (73 1). The user of the interface can provide a variety of
answers, such as a public answer, a fee-based text answer, an audio
answer. Further, the user may specify whether the user allows the system
to provide communication connections for a live answer, a mail
connection, etc.

[0264]In FIG. 16, the user can provide a public text answer in the text
entry box (733). The public answer is presented without a charge to its
viewer. In one embodiment, the access to the public answer is limited to
members who have registered with the system. Being a registered member
may or may not require a membership fee or subscription fee. In another
embodiment, non-members can also access the public answers.

[0265]In one embodiment, the user may also provide a fee-based content
that is related to the question and/or the public answer. For example, in
FIG. 16, the user can specify the price (735) of the fee-based content,
an introduction (737) of the fee-based content, and the text-based
pay-to-view content (739). Alternatively or in combination, the user can
upload (741) one or more files that contain the pay-to-view content
(e.g., graphical, audio, video, or executable files).

[0266]In one embodiment, the text entry boxes (733 and 739) also support a
level of formatting (e.g., via rich text editor or via tags, such as HTML
tags).

[0267]In FIG. 16, the user can specify an audio answer (e.g., a fee-based
content recording related to the question and/or the public answer). The
user can specify the price (743) for listening to the audio answer. The
audio answer can be updated (747) via an audio file, or recorded (745)
over a telephonic connection with a media server. In one embodiment,
after the link (745) is selected, the user is called back over a
telephone line to provide the content; and the media server records the
content in real time as the user speaks over the telephone connection. In
another embodiment, after the link (745) is selected, a VoIP connection
(e.g., a VoIP-based telephone call or a voice based instant messaging
connection) is established from the user terminal to the media server for
a recording of the fee-based content.

[0268]In FIG. 16, the user can also specify whether the user allows (749)
the system to provide connections for real time communication with the
user. For example, when a user specifies the price (753) and enables
(749) the live answer option, the icon button (e.g., 715) is displayed to
a viewer of the public answer, which allows the viewer to request for a
connection for live answers.

[0269]Alternatively, a user interface may accept the specification of a
link to a call button (e.g., 715). The link points to a server of a
connection provider, which provides the icon image of the call button
based on the current availability status of the callee. In one
embodiment, the server of the connection provider also provides the price
information and/or other information such as a description of the callee,
customer feedback, rating, comments about the callee, etc.

[0270]In FIG. 16, the user can also specify whether the user allows (751)
the system to provide mail connections to the user. For example, when a
user enables (749) the live answer option, the icon button (e.g., 717) is
displayed to a viewer of the public answer, which allows the viewer to
request for a mail connection to the user. Alternatively, a user
interface may be designed to accept the specification of a link to a mail
button (e.g., 717).

[0271]FIG. 17 shows a user interface to provide fee-based content to a
user according to one embodiment. In FIG. 17, the user interface for
accessing electronic mail includes a subject line (761) and the price
(765) for viewing the content. In one embodiment, after the user selects
the subject line (761), the user is prompted to accept the price (765).
If the user declines the offer, the electronic mail is deleted from the
account of the user; if the user accepts the offer, the system charges
the user on behalf of the sender and presents the content. In one
embodiment, after the payment, the user can subsequently use the mail
application to view the content multiple times.

[0272]In one embodiment, the interface illustrated in FIG. 17 is
implemented using a web page; alternatively, a similar interface can be
implemented as a client mail application running on the user terminal of
the user.

[0273]In FIG. 17, the sender is identified via a member ID of the sender.
The link (763) can be selected to visit the public profile page of the
sender.

[0274]Alternatively, the system may not even provide the member ID of the
sender. The link (763) can be selected by the user to specify information
about the sender collected by the user. For example, the user may specify
a nick name for the sender using the interface presented after the link
(763) is selected. For example, the user may record a comment about the
sender.

[0275]In one embodiment, the introduction (e.g., 737) is sent as the
subject line in delivering the fee-based content to the recipient. In one
embodiment, a portion of the introduction is sent as the subject line;
and after the subject line is selected, the entire introduction is
displayed in an interface that asks the viewer to confirm or reject the
offer.

[0276]In one embodiment, after a "buy now" button (e.g., 719) in the
answer section is selected, the user interface for the mail application,
as illustrated in FIG. 17, is presented to access the fee-based content.

[0277]FIG. 18 shows a method to facilitate commerce via answers according
to one embodiment. In FIG. 18, a plurality of users is presented (781)
with a question received from a first user. After an answer to the
question of the first user is received (783) from a second user, the
answer of the second user is presented (785) with a communication
reference to a third user via a data communication server. Via the
communication reference presented with the answer, a fee-based content
from the second user, or real time communications with the second user,
is provided (787) to the third user.

[0278]In one embodiment, the communication reference is a link to a server
to provide content related to the answer to the third user in text, audio
or video after a payment is received from the third user.

[0279]In another embodiment, the communication reference is a link to a
server to request a callback to the third user over a telephone line to
play back a recorded message of the second user related to the answer
after a payment is received from the third user.

[0280]In a further embodiment, the communication reference is a telephonic
reference of a server to be used by the third user to call the server to
listen to a recorded message of the second user related to the answer
after a payment is received from the third user.

[0281]In a furthermore embodiment, the communication reference is a link
to a server to electronically mail content provided by the second user
related to the answer to the third user and to present a mail application
to the third user; and the mail application is configured to present the
content to the third user after a payment is received from the third
user.

[0282]In one embodiment, the communication reference is a reference of a
connection server, such as a telephone number of the connection server
without an extension, a telephone number of the connection server with an
extension, a Session Initiation Protocol (SIP) Uniform Resource
Identifier (URI) of connection server, a Voice over Internet Protocol
(VoIP) user identifier of the connection server, or a link to a web
server of the connection server to request a callback to the third user
for a connection to the second user.

[0283]In one embodiment, the connection server is to establish a first
Voice over Internet Protocol (VoIP) connection to connect to the third
user via the communication reference, determine a telephonic reference of
the second user based on the communication reference used to establish
the first VoIP connection, establish a second Voice over Internet
Protocol (VoIP) connection to connect to the second user using the
determined telephonic reference of the second user, and cause the
bridging of the first and second VoIP connections to connect the second
user and the third user for real time communications.

[0284]In one embodiment, the bridging of the first and second VoIP
connections includes translating between a first language and a second
language to bridge communication between the second user and the third
user.

[0285]In one embodiment, the bridging of the first and second VoIP
connections includes translating between text and voice to bridge
communication between the second user and the third user.

[0286]In one embodiment, the bridging of the first and second VoIP
connections includes establishing a media connection that does not go
through the connection server to connect the second user and the third
user.

[0287]In one embodiment, the connection server charges the third user on
behalf of the second user for the real time communications between the
second user and the third user. For example, the connection server may
charge the third user via a credit account, a debit account, a bank
account, a member account of the third user established with the
connection server, or a telecommunication account of the third user
established with a telecommunication carrier; and the connection server
may charge the third user based on a price per session specified by the
second user, a price per unit of communication time specified by the
second user, or credits associated with a subscription fee (e.g., the
number of minutes allocated for a subscription period, a number points
allocated for a subscription period, etc.)

[0288]In one embodiment, a user interface is provided to the second user
to receive the answer to the question, a content related to the question,
and a price for the content. In one embodiment, the user interface is
configured to receive the content via an entry box, a file attachment, or
a voice connection between the second user and a recording server.

[0289]In one embodiment, a credential of the second user in an area
related to the question is presented together with an offer of a content
related to the question, a rating of the content by prior customers and a
number of prior sells of the content to promote the content.

[0290]From this description, it will be appreciated that certain aspects
are embodied in the user devices, certain aspects are embodied in the
server systems, and certain aspects are embodied in a system as a whole.
Embodiments disclosed can be implemented using hardware, programs of
instruction, or combinations of hardware and programs of instructions.

[0291]In general, routines executed to implement the embodiments may be
implemented as part of an operating system or a specific application,
component, program, object, module or sequence of instructions referred
to as "computer programs." The computer programs typically comprise one
or more instructions set at various times in various memory and storage
devices in a computer, and that, when read and executed by one or more
processors in a computer, cause the computer to perform operations
necessary to execute elements involving the various aspects.

[0292]While some embodiments have been described in the context of fully
functioning computers and computer systems, those skilled in the art will
appreciate that various embodiments are capable of being distributed as a
program product in a variety of forms and are capable of being applied
regardless of the particular type of machine or computer-readable media
used to actually effect the distribution.

[0294]A machine readable medium can be used to store software and data
which when executed by a data processing system causes the system to
perform various methods. The executable software and data may be stored
in various places including for example ROM, volatile RAM, non-volatile
memory and/or cache. Portions of this software and/or data may be stored
in any one of these storage devices.

[0295]In general, a machine readable medium includes any mechanism that
provides (i.e., stores and/or transmits) information in a form accessible
by a machine (e.g., a computer, network device, personal digital
assistant, manufacturing tool, any device with a set of one or more
processors, etc.).

[0296]Aspects disclosed may be embodied, at least in part, in software.
That is, the techniques may be carried out in a computer system or other
data processing system in response to its processor, such as a
microprocessor, executing sequences of instructions contained in a
memory, such as ROM, volatile RAM, non-volatile memory, cache or a remote
storage device.

[0297]In various embodiments, hardwired circuitry may be used in
combination with software instructions to implement the techniques. Thus,
the techniques are not limited to any specific combination of hardware
circuitry and software nor to any particular source for the instructions
executed by the data processing system.

[0298]In this description, various functions and operations are described
as being performed by or caused by software code to simplify description.
However, those skilled in the art will recognize what is meant by such
expressions is that the functions result from execution of the code by a
processor, such as a microprocessor.

[0299]Although some of the drawings illustrate a number of operations in a
particular order, operations which are not order dependent may be
reordered and other operations may be combined or broken out. While some
reordering or other groupings are specifically mentioned, others will be
apparent to those of ordinary skill in the art and so do not present an
exhaustive list of alternatives. Moreover, it should be recognized that
the stages could be implemented in hardware, firmware, software or any
combination thereof.

[0300]Although the disclosure has been provided with reference to specific
exemplary embodiments, it will be evident that the various modification
and changes can be made to these embodiments without departing from the
broader spirit as set forth in the claims. Accordingly, the specification
and drawings are to be regarded in an illustrative sense rather than in a
restrictive sense.